| Title | MAGIC SHOWER ROOMS |
| Brand | UNILEVER SINGAPORE |
| Product / Service | MAGIC SPELL SOAP |
| Category | A04. Ambient/Alternative Media |
| Entrant | JWT SINGAPORE, SINGAPORE |
| Entrant Company: | JWT SINGAPORE, SINGAPORE |
| DM/Advertising Agency: | JWT SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Tay Guan Hin | Jwt Singapore | Regional Executive Creative Director |
| Juhi Kalia | Jwt Singapore | Executive Creative Director |
| Karen Muck | Jwt Singapore | Associate Creative Director |
| David Haefflinger | Jwt Singapore | Art Director |
| Sue Mulhall | Jwt Singapore | Global Business Director |
| Hinoti Joshi | Jwt Singapore | Global Account Director |
| Anjali Bewtra | Jwt Singapore | Associate Account Director |
| Kryse Ynieto | Jwt Singapore | Account Manager |
| Ryan Wee | Jwt Singapore | Senior Traffic Executive |
| Jaslyn Choong | Jwt Singapore | Senior Project Manager |
| Gerri Hamil | Jwt Singapore | Head Of Production |
| Bettina Feng | Jwt Singapore | Producer |
| Jeremiah Marcelo | Jwt Singapore | Editor |
• We wanted more people (potentially new users) to sample the product and have an unforgettable, magical experience they would talk about. • The product has the fine fragrance of rare orchids that literally blooms in the shower. How could we get people to experience the fragrance and its magical effects in a shower?
Fragrances evoke feelings and a mood that transports you to a different world. But magic is something you feel. We didn’t want to tell consumers about it, we wanted them to feel the sensations of sight, scent, colour through an unforgettable experience.
In ladies’ shower rooms across spas, clubs and gyms we sampled bottles of Lux Magic Spell. The walls and floors of all these shower rooms were covered with stickers made using special hydrochromic ink. Upon contact with water, the white ink disappeared to magically reveal beautiful trails of orchids.
In shower rooms across the country, consumers got to ‘feel the magic’ of showering with Lux Magic Spell firsthand, through a product experience they would never forget. Ordinary white shower rooms surprised consumers as they transformed right before their eyes to a magical world of Lux orchids. When dry, the ink turned white again, leaving the shower rooms ready to surprise the next visitor. Resulting in hundreds of powerful, personal, positive consumer experiences.