DDB Melbourne breaks the mould of monotonous detergent ads, with the launch of a prankster ad series and new brand direction from Radiant to shake things up.
The ads, directed by Stephen Carroll and Exit Films, follow people buying clothes and pubnishing the hell out of them, i.e. paintballing and quadbiking – then washing the dirt off using Radiant and returning the items to a store as good as new.
The twist? After returning the items the shop assistant is shown the mucky ordeal the garments have been through, not without filming their reaction with a hidden camera, of course.
“We’ve been passionate about wanting to change the conversation Radiant has with its customers. People don’t connect with the category anymore and it’s about time some long-standing stereotypes evolved. Radiant Return is a breakthrough campaign for us, we’re excited to see how people respond and ultimately trust our product,” said Brooke Tierney, head of brands, Homecare.
Radiant Returns rolls out across digital media, PR, social, outdoor and television.
Executive Creative Director: Darren Spiller
Creative Director: Simon Bagnasco
Art Director(s): Dan Grech / Chris Andrews
Copywriter(s): Eamonn Dixon / Simon Bagnasco
Head of TV: Simon Thomas
TV Producer: Carol Sinclair
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
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