„Clothes stories”
 
Dreft is a liquid detergent with couple of variants and benefits. In general it cares about clothes not only washes them. It prevents along sizing, colour loss, and blackness shading. It is also connected as a product to the world of fashion mood and style. In terms of product equity is fairly loose a specially concerning P&G approach. It gave numerous opportunities for ideas.
 
„Dreft stories” –  series of prints is addressed to mothers who care about kids clothes in terms of along sizing.  That’s why it utilizes visual convention of kids book drawings as well as a copy in form of short nursery rhyme.
 

Agency: Leo Burnett

Team:  Sylwia Rękawek   Justyna Nakielska

Prizes&Awards: KTR

Publications: Ads of the World