Adam Kerj, Chief Creative Officer of 360i, won three Bronze Lions at last week’s Cannes Lions Festival of Creativity for his work on the highly acclaimed Ariel Fashion Shoot campaign, created by Saatchi & Saatchi Sweden. Prior to joining 360i, Kerj was Executive Creative Director and Founding Partner at the agency.
The Ariel Fashion Shoot won two Bronze Lions in the Direct category and an additional Bronze Lion in PR. The campaign was also named to the Shortlist in the Cyber Lions Community Application category. These accolades are especially impressive in a year where Lions entries jumped 20 percent to a total of more than 34,000 entries across all categories. This represents the largest number of entries ever submitted to the Festival.
Named one of the top ten campaigns of the year by Creativity Online, the Ariel Fashion Shoot is a classic product demo remixed for the 2012 audience. The shoot was the world’s biggest product demo in detergent history – and it was completely transparent. This meant that people could – for the first time ever – see that Ariel’s new stain-fighting formula actually worked as well as the brand said it did, because it washed the clothes in front of a live audience of viewers.
The entire effort was connected via Facebook, so people could take aim remotely. This garnered a tremendous amount of buzz, and moved the needle on brand awareness for the P&G detergent. In fact, post-campaign awareness for Ariel reached an all-time high for the brand. With very little paid media, Ariel was able to own the conversation online.
Congratulations to Adam, Saatchi & Saatchi Sweden and P&G Nordic!