The introduction of Comfort fabric conditioner has changed the laundry category in South Africa. Consumers were accustomed to using a dilute fabric conditioner, but this delivers poor fragrance and freshness to clothes. Fortunately, Comfort is a concentrate and it delivers unparalleled freshness and fragrance, that lasts and lasts.
This print campaign was designed to illustrate that with Comfort Concentrate, fragrance gets locked in to your clothes – much like what a Ziploc bag does for food.
Print Ad 1 - Morning Fresh
Print Ad 2 - Pink Elegance
Print Ad 3 - Exotic Gold
Credits
Agency: Ogilvy Durban
Agency Art Directors: Stephen Craig & Dylon Dreyer
Agency Producer: Kagiso Africa
Creative Director: Cameron Krieger
Creative Director: Stephen Craig
Photographer: Andrew McGibbon
Writers: Cameron Krieger & Tyrone Andrey
