Dettol asked us to develop a full funnel digital campaign to help people realise some of the benefits of using their laundry sanitiser. And what’s more digitally native and effective than an influencer actually telling you all about a product? So we created Threddie Mercury, a pile of dirty laundry with a supposedly successful YouTube channel called “Fresh Out The Drum”.
Copywriter: Matt Beevor
Art Director: Lucia Mencos
Design: Tania Bell
Creative Direction: Jo Jenkins
As well as having our influencer, Threddie, we created a few extra characters to add a bit to the story. The role of these other pieces of laundry was to react to some shocking facts about our laundry routine. Using a meme style these became perfect assets for upper funnel, to catch people’s attention before delivering more product heavy information.
Making a pile of dirty laundry look good on camera isn’t easy. After lots of back and forth with Amy, the puppeteer, Threddie was born.
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