The Ariel Fashion shoot was a live installation during 6 days at Stockholm Central station where users were able to control a live ABB robot inside a giant glass box where the goal was to shoot and stain moving garments to win them. The robot was equipped with a custom designed “Stain blaster” that allowed the users to fire controlled jets through precisely controlled nozzles connected to pressurized canisters filled with gallons of chocolate drink, lingon berry jam and ketchup.

The users connected via a custom Facebook application and had in total 3 shots, one with each of the sauces, within 30 seconds. Once a user hit a garment the on-site staff put it into the washer together with Ariel Active Lift liquid detergent, dried them and sent the crispy white trophy home to the lucky winner. 

Learn more:

My Role: Art Director 
prod. agency: b-reel

agency: saatchi&Saatchi sthlm
CLIENT: procter & gamble / ariel

‪Cannes Lions: Bronze - Direct 
Cannes Lions: Bronze - PR 
AICP Next Awards: Winner - Websites 
Bees Awards: Winner - Best Use of Alternative Tools 
One Show Interactive: Bronze - Experiential 
One Show Interactive: Bronze - Integrated Branding 
NY Festivals: Gold - PR / Brand Communications 
NY Festivals: Bronze - Interactive: Online Advertising 
Clio Awards: Bronze - Interactive 
Webby Awards: Winner - Mobile