The Campaign

The idea is simple: no stain can hide from Breeze. No matter how well it tries to blend in, to become part of the fabric. If Breeze can spot it, Breeze will eliminate it. The idea is visually expressed through intricate typography, with the fabric literally spelt out in its weave and texture. Somewhere in there, a stain, also spelt out, tries to conceal itself. But the viewer should be able to see it through the lens of Breeze–an interactive demonstration that no amount of hiding can stop it from being found–and taken care of.

Creative Execution

The execution, based on typography, tells the story of a stain trying to hide itself within a fibre or weave of the base material. It was designed to blend in just enough to avoid initial detection at a glance, but be found within a couple of seconds of discovering the idea, to turn the ad into an interactive experience that allows the consumer to experience Breeze’s stain identification and elimination powers.

Indication of how successful the outcome was in the market

Breeze continues to consolidate its position and momentum as market leader. Despite being rolled out on mainly traditional channels, the campaign received more social media shares than any other equivalent competitor campaign, mainly against the growing millennial market.

The choice of using typography helps set this campaign apart from the usual visual expressions expected of a laundry detergent. It also helps us position the brand in a more clever space, appealing to more intellectually demanding millennials who are just beginning to graduate to family life, increasing the brand’s relevance in today’s market landscape.