Der Kaltwaschsalon Experiential
PROJECT: Experiential
ROLE: Concept, artworking
With temperatures increasing rapidly worldwide, the future of our climate is uncertain. But whilst people also grapple with a cost-of-living-crisis, the overwhelming responsibility to help save the planet can seem daunting.
With this in mind, laundry detergent brand Ariel partnered with WWF to show people that with just the turn of a dial, their tiny everyday actions could make a huge impact globally. The duo organized an event promoting energy-saving laundry practices, where they locked all washing machines on 30 degrees. By washing colder you could preserve energy, save money, and protect the planet. A triple win! So from there, it was up to our team at Ketchum to transform a not-so-pretty laundrette in Hamburg, into something rather beautiful.
Influencers and media were invited to the event, and our design task was to completely wrap the space in a look that was complimentary to both brands, creating an unforgettable experience that would inspire people to change their laundry habits, one wash at a time.
In 2023, the campaign won bronze at the Creativepool Awards in Experiential.
Where to start?
Our team presented a number of concepts to both clients and they were most taken by a look that WWF had featured previously; using layers of paper cut outs of wildlife and foliage.
This also deeply resonated with the message, symbolising the ‘ripple effects’ a small change in one’s actions could have on the planet.
Bringing meaning to the work
The visuals were intrinsic to our messaging. Bubbles reflected washing colder, with the waves gently morphing into rolling hills of rich greens to represent WWF.
The animals and types of flora we chose were significant too; we created illustrations of plants, all of which are known to grow in colder climates, as well as animals linked to native Germany or Kenya - where the WWF efforts (in this campaign) were directed.
We worked closely with a production company to develop 3D mockups of the space to present to the clients. Following approval, we meticulously artworked each wall to create a seamless environment. Nearly overnight, the laundrette was wrapped in our designs.
Holistically purpose-driven
While the paper cut-outs were the backbone of this look and feel, we wanted to keep costs and materials low. We opted for drop shadows within the artwork instead, to reduce the amount of paper used, and create the illusion of multiple layers.
Once the event itself was over, all the paper was recycled and laundrette restored to its original state.
We wrapped the entire interior, and the front facade, in our designs which also included infographics set to inform the public on the benefits of washing colder. We then hosted an event featuring influencers and media alike, to bring awareness and present an opportunity to bring in their own clothes to be washed with Ariel.
There was a DJ, talks and other activities the participants could enjoy, all decked in ripping waves and layers of foliage!
