Ariel Labels Clean Like New

Saatchi & Saatchi Poland won Gold at the 2010 Epica Awards with “Labels”, a print advertising campaign featuring socialist countries that no longer exist. Ariel’s “Clean Like New” tag line is linked with clothing labels made in Czechoslovakia (pre 1993), USSR (pre 1991), DDR (East Germany) (pre 1990) and Yugoslavia (pre 1992).

Ariel Labels Made in Czechoslovakia

Ariel Labels Made in Yugoslavia

Ariel Labels Made in USSR

Ariel Labels Made in DDR


The Labels campaign was developed at Saatchi & Saatchi Poland, Warsaw, by creative directors Agnieszka Niska, Max Olech, art director Johan Pasternak, copywriter Natalia Pryzowicz with photographer Tomek Albin via