| Title | DIRTY DISHES |
| Brand | PZ CUSSONS |
| Product / Service | MORNING FRESH |
| Category | A02. Fast Moving Consumer Goods |
| Entrant | DDB GROUP MELBOURNE, AUSTRALIA |
| Entrant Company: | DDB GROUP MELBOURNE, AUSTRALIA |
| Advertising/Web Design Agency: | DDB GROUP MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| GRANT RUTHERFORD | DDB GROUP MELBOURNE | EXECUTIVE CREATIVE DIRECTOR |
| JIM MCKEOWN | DDB GROUP MELBOURNE | ASSOCIATE CREATIVE DIRECTOR |
| NICK CUMMINS | DDB GROUP MELBOURNE | GROUP CREATIVE DIRECTOR |
| BRENDON GUTHRIE | DDB GROUP MELBOURNE | GROUP CREATIVE DIRECTOR |
| TIM HOLMES | DDB GROUP MELBOURNE | HEAD OF ART |
| BEN GREEN | DDB GROUP MELBOURNE | ART DIRECTOR |
| PAT LENNOX | DDB GROUP MELBOURNE | COPYWRITER |
| MARK WHITE | DDB GROUP MELBOURNE | DESIGNER |
| BEN COOPER | DDB GROUP MELBOURNE | DESIGNER |
| MIKE MCGILL | DDB GROUP MELBOURNE | DESIGNER |
| MICHAEL MCEWAN | DDB GROUP MELBOURNE | GROUP BUSINESS DIRECTOR |
| LIVIA MONTALTO | DDB GROUP MELBOURNE | ACCOUNT DIRECTOR |
| BRIANNA MCMUNN | DDB GROUP MELBOURNE | DIGITAL PRODUCER |
| JANINE WERTHEIM | DDB GROUP MELBOURNE | AGENCY PRODUCER |
| SARAH TONNER | DDB GROUP MELBOURNE | PRINT PRODUCER |
| PAUL MIDDLEDITCH | PLAZA FILMS | DIRECTOR |
| PETER MASTERTON | PLAZA FILMS | PRODUCER |
| PETER WHITMORE | THE EDITORS | EDITOR |
| DYLAN STEVENS | RISK SOUND | SOUND DESIGNER |
| MAT BAKER | KATAPOLT | PHOTOGRAPHER |
To highlight the power of Morning Fresh dishwashing liquid, we designed and manufactured a range of dishes that when submerged in hot water, transformed from dirty to super-clean in seconds And because we had only a modest budget but high expectations from the client, our challenge was to introduce these Dirty Dishes to the women of Australia. Our digitally led integrated campaign used web banners, a website, Facebook, digitally interactive technologies, viral films, instore demonstrations and point of sale. All this was to reinvigorate the brand and stimulate sales of Morning Fresh.