Unilever promotion of Breeze clothing detergent in Singapore recently explored the evolution of stains, including chocolate, ice cream, ketchup and orange juice. Over the years, stains have become far more complex and tougher to remove. So, whereas chocolate used to be made mainly from milk and cocoa, today it’s a complicated blend of preservatives, enhancers and dyes. The campaign won a Gold Outdoor Lion at Cannes International Festival of Creativity.
The Evolution campaign was developed at Lowe Singapore by executive creative director/art director Dominic Stallard, executive creative director/copywriter Clinton Manson, creative director/copywriter Lisa Glasgow, art directors Liong Khoon Kiat and Loh Seow Khian, photographer Jeremy Wong (Nemesis Picture), planners Ranjit Jathanna and Brent Gosling, agency producer Jasmine Tan, retoucher Suon Oon Lim at Wishing Well/The Imaging Station, art buyer Dionne Yau, regional president Rupen Desai, account managers Satish Ramanathan and Andrea Aranador, working with Unilever marketing team Aline Santos and Kaarthik Subramani.