Ariston’s new range of washing machines was given a giant promotion in Israel with “The Inside the Machine Project”, an ambient campaign developed at Draft FCB/Shimoni Finkelstein Barki. To let people experience what it feels like to be inside a washing machine, the agency designed a giant walk-in washing machine installation by the boardwalk in the centre of Tel Aviv Harbour. The installation used 5 tonnes of metal, 3 tonnes of wood, 450 square metres of light refracting materials, and water sprinklers, and was outfitted with video projection, vibrating floors, jets of water and bubbles. Five projectors were used to screen a three minute film, shot inside a real Ariston washing machine, on to the giant drum at the centre of the machine, and the structure’s remaining two walls. Over 10,000 people visited the machine, experiencing a part of their daily routine from a whole new angle.
Click on the image below to play the case study video in YouTube (HD)
The Inside the Machine Project was developed for H.Y. Group at Draftfcb+ Shimoni Finkelstein Barki by executive creative director Kobi Barki, creative directors Ori Ganot, creative director/industrial designer Reuven Givati, art director Liat Tsur, copywriter Eitan Glass, group account director Yosefa Galante, account supervisor Michal Sever, account manager Maayan Savion, producers Eti Naaman and Boaz Meiri. Filming was shot by director Benny Mali. Post production was by Bunker Ltd. Sound was designed at Signal Music.