Project by
Creative Chief Officer: Din Sumedi
Art Director: Batara Bayu
Copywriter: Helena Rhintasari
Senior Designer: Shane Ali
Brief
The brand wants to educate the customer that every type of washing machine has their own detergent to be used, more over a matic washing machine.
Solution
In order to get mom’s attention, we create such a situation where the point of view is coming from one of the family members. We show how their kid plays with him and how he witnesses the family’s daily life with happiness. Until one day when everything change, the family plan to get rid of him and it’s where we revealed he is actually their washing machine.
From there, we wanna tell the audience that it’s actually not the washing machine fault #BukanSalahMesinCuci that it end up broken but more towards the detergent that we use on them. If we want it to last longer we have to use the right detergent.
