Leo Burnett Melbourne blooms laundry for P&G
CANADA – Leo Burnett Melbourne, working with Leo Burnett Toronto on an international Procter & Gamble brief, brought springtime early to a grey and gloomy Toronto park.
Taking socks, t-shirts and other items of clean laundry they fashioned them into colourful flowers and scented them with P&G product Bounce. These were then used to help a leafless tree blossom back into life.
Passersby could pick the fabric flowers, smell them and unravel them to discover the source of the spring fresh scent was something that they could bring to their own laundry.
CREDITS
Client:
Procter & Gamble
Agency:
Leo Burnett Melbourne/Toronto
Creatives:
Chief Creative Officer: Mark Tuttsel
Executive Creative Directors: Jason Williams and Judy Johns
Art Director: Lauren Doolan
Copywriters: Eamonn Dixon and Andrew Woodhead
Account Director: Andres Giusto
Other credit: Kim Coster
8 Comments
Wow this is a really nice idea-think that it has great legs that can be campaigned across many different mediums. This is a great thing, as nowadays “one of ideas” are too much of an easy way out.
Leo Burnett Melbourne, working on scam ads for Procter & Gamble, got Leo Burnett Canada to help get their idea up.
Nice.
And people said awards don’t grow on trees.
You guys are assholes. Well done leos. With Cannes just around the corner, It must be jealous season.
This is great.
The guys above are cock monkey cyberstalking jerks.
Dream on 5:20 am. Dream on….
clever but sad
Ahhh wanking goes global.
Just put a fucking tv commercial to air, stop with this small time crap.