Matthew Miller
Jun 10, 2014

Pig-feeding, fish-hugging men in dresses test detergent claim

AUSTRALIA - An inspired online film for Australian detergent brand Radiant documents a simple four-step test of the product's abilities as a group of people buy items of clothing, expose them to some extreme abuse, wash them and then attempt to return them.

The film anchors a campaign by DDB Melbourne that includes digital media, PR, a social seeding strategy, outdoor and television. A campaign website hosts the individual torture tests.

The agency claims that the stores accepted 13 out of 14 garments purchased, and the one failure was due not to dirt but the fact that the item had been "unexpectedly torn by a spiky fish".

Director Stephen Carroll and Exit Films shot the films over a period of two weeks.

"For years we’ve seen the same old stuff trotted out for laundry detergents," said DDB ECD Darren Spiller. "Hopefully this breaks the mould. We’re incredibly proud of this one, and for the bravery our client showed in believing we could pull it off." 


Executive Creative Director: Darren Spiller
Creative Director: Simon Bagnasco
Art Director(s): Dan Grech / Chris Andrews
Copywriter(s): Eamonn Dixon / Simon Bagnasco

TV Production:
Head of TV: Simon Thomas
TV Producer: Carol Sinclair

Exit Films:
Director: Stephen Carroll
Producer: Tobias Webster
Editor: Jon Holmes
Online Editor: Jon Holmes
Sound Design & Mix: Flagstaff / Producer: Brodie Flint / Sound Engineer: Paul Le Couteur & Dee Gjedsted
Music: Electric Dreams / Producer: Danny Thiris / Composer: James Cecil

Business Management:
Group Business Director: Sarah Bailey
Business Director(s): Luke Osborn / Katie Kouts
Business Executive: Louise Sully

Executive Planning Director: Ian Forth 

PR/Social Media: Mango
Senior Account Director: Rebecca Adams
Senior Account Manager: Louise Cook
Senior Social Media Strategist: Penelope Lipsham
Social Media Planner: Dave Albon

Digital: Tribal Melbourne
Digital Creative Director: Steven Skrekovski
Executive Producer: Rebecca Bayly
Producer: Ella Huang
Head of Art: Jonathan Yuen
Interactive Designer: Ioanis Hristodoulou
Developer(s): Dan Phan / Glade Kettel

Media: Mitchell's Melbourne

Radiant Client Team:
Head of Brands - Homecare: Brooke Tierney
Strategy Consultant: Toula Bartholomew
Brand Manager: Ben Eyles


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