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Radiant Return

Award: Graphite Pencil

Graphite Pencil / Direct / Direct Response/Digital / 2015

Radiant was an almost a delisted product. Tasked with proving that Radiant keeps clothes looking newer, DDB Melbourne developed the ultimate test. They bought clothes and subjected them to absurd stress tests including paintballing, quad biking and clay modelling. The clothes were then washed with Radiant and returned the very next day. Of the 14 garments purchased, 13 were returned successfully. Each over-the-top test was filmed, and the resulting series formed the basis of an integrated campaign led by digital and social. Less than a month after the campaign's launch, Radiant had become the top detergent in Australia's leading supermarket chain.

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