How do you make old clothes look like new? That was the challenge faced by the Ariel team at Ace Saatchi & Saatchi, Philippines.

To show consumers that Procter & Gamble’s Ariel would make their outfits look as good as new, Ace Saatchi & Saatchi partnered with a local chain of laundromats to have the clothes of customers washed with Ariel laundry detergent.

The laundromats were transformed to look like fashion boutiques and the items on display were actually clothes that were previously sent to be laundered. Outside, mannequins adorned windows, while inside, tags were attached to freshly washed clothes and hung on racks. When picking up their laundry, customers took their clothes home in fashionable store bags. Even the laundromats’ website received a makeover and resembled that of a new and trendy fashion boutique.





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