To the delight of fashion experts and fans, Agencia Africa has created the ‘Surprise Collection’ for Ariel, featuring stained clothes which reveal their original prints only when washed.
The clothes used for the brand activation campaign were carefully selected from a fashion line by renowned Brazilian design brand UQBAR.
Prominent Brazilian fashion bloggers from the F*Hits blog network received a set of stained clothes, an Ariel sample and instructions on how to discover the hidden prints. The blogs covered the story, featuring ‘before’ and ‘after’ pictures which revealed the full impact of UQBAR’s designs. In addition, the washed outfits were displayed on the catwalk at the São Paulo Fashion Week 2013.
Aricio Fortes, Agencia Africa’s creative director said: "Women are passionate about fashion. We saw the anticipation for the new collection of UQBAR as a perfect opportunity to promote the Ariel product."
The Ariel ‘Surprise Collection’ story has reached more than 3 million women to date and has been featured across the fashion world, including TV, magazines, social media and blogs. Due to huge media and consumer interest, Ariel’s ‘Surprise Collection’ has been made available in stores across Brazil.
Title: Surprise Collection
Agency: Agencia Africa
Chief Creative Officer: Sergio Gordilho
Creative Directors: Sergio Gordilho, Aricio Fortes, Paulo Coelho
Copywriters: Aricio Fortes, Rodrigo Da Mata
Art Directors: Paulo Coelho, Rafael Gil, Iron Brito
Planning: Ana Cortat
Client Services: Marcio Santoro, Cecilia Duarte, Manuela Ramalho, Marina Damato
Media: Luiz Fernando Vieira, Evandro Soares
Digital Strategy: FHits, UQBAR