Dettol asked us to develop a full-funnel digital campaign to highlight the benefits of using their laundry sanitiser. What's more digitally native and effective than an influencer sharing insights about a product? Thus, we created Threddie Mercury, a pile of dirty laundry with an allegedly successful YouTube channel named “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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