IN A NUTSHELL

Unilever wanted to highlight that their new OMO QUICK Wash would save time from actual laundry to where it really matters - spending time with your loved ones.

Challenge

The product would launch in an already crowded South African detergent market. The purchase decision of washing agents is in the most cases made by every day moms marginilizing the male buyers. The challenge was how to differentiate the product from competitors in the light of convenience to both male and female customers.

Solution

In the quest of convincing South African fathers and husbands of OMO QUICK Wash we had to think how to make laundry exciting. OMO and Digital Liquorice asked Sense Virtual and Radical Rabbit to create a 360 commerical for customers. We wanted to create an experience that would not be physically possible - seeing the actual product in action! To personalize the story we first swap the viewers body with a toddler. Getting dirty is fun, but the rollercoaster inside the washing machine highlights the fun and speed doing of the laundry.

Co-writing and principal photography

Postproduction of the film

Made for OMO Google Cardboxes

Commercial was shown over 200 stores