Ariel Liquid Fabric Transformations

Ariel, the laundry liquid from Procter & Gamble, was promoted in Argentina in 2007 with a print advertising campaign transforming fabrics into liquid to illustrate the power to transform liquid into fabric.

Ariel liquid cotton


Turns Guacamole back into cotton.

Ariel liquid cotton

Turns mud back into corduroy.

Ariel liquid denim

Turns ink back into denim.

Ariel liquid denim

Turns mustard back into jersey.

Ariel liquid denim

Turns ketchup back into polyester.

Credits

The Liquid Fabric campaign was developed at Del Campo Nazca Saatchi, Buenos Aires, by executive director Gastón Bigio, creative director Jorge Ponce Betti and Gabriel Huici, art director Gabriel Huici, copywriter Jorge Ponce Betti, head of art Jonathan Gurvit, account team Andrea Díquez and Enrique Vera Vionnet, agency producer Luli Dragan, photographer Matías Posti and digital retoucher Pablo Romanos.