Agency: Leo Burnett, Frankfurt
Art Director: Hans-Jürgen Kämmerer, Claudia Böckler
Copywriter: Florian Kröber
Photographer: Markus Georg
Digital Artist: Gary Sheppard, Marcus Thyer

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Clothes visually age over time.
2. Affective: My clothes are an investment I urgently need to protect so they always look like I’ve just purchased them.
3. Conative: The campaign will make people look at their clothes twice. To protect them from aging, we want people to notice aging and use Clean Pretty on their wardrobe to prevent it.

Positioning
Dulling colors are not top of mind immediately after a retail clothing purchase. However, by relating the inevitable dulling of colors to aging Clean Pretty will be directly communicating emotionally to it’s core target of females. Since the issue of aging is a genuine concern among this target, Clean Pretty will be positioned as an investment in the longevity of the targets’ clothes. This is appealing both aesthetically and financially.

Consumer Promise
With Clean Pretty your clothes will never look ancient.

ADDITIONAL EXECUTION

1. Visual: Off white clothes wrinkled and in the shape of a mummy.
2. Copy: Don’t let your clothes look older that they are.