CHE, Melbourne creates ‘Torture’ campaign for Earth Choice – airs this Sunday 28th March

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Picture 1011.pngCHE Melbourne has worked with client Natures Organics to develop the first advertising campaign for the Earth Choice brand of household cleaning products, which breaks this Sunday.

 

The range has been available in supermarkets for 20 years and during that time has built a strong following and loyalty to the brand.  The TVC was designed to build on this awareness and reinforce the superior environmental benefits of using Earth Choice versus traditional cleaning products.

VIEW THE SPOT:

“We had to create a campaign idea that would not look like just anothercleaning product commercial, but would make people stop and think,”explains deputy creative director, Richard Ralphsmith.

 

“We wanted consumers to consider where their waste water goes after itleaves their home.  Showing aquatic animals in the cleaning processbeing ‘tortured’ by standard cleaning products dramatised this point,”says executive creative director, Jason Ross.

 

The spot was directed by Ben Saunders through Otto Empire and the CGI animals were created by Fin Design.

 

The TVC goes to air this Sunday 28 March 2010.

Agency: CHE

Executive Creative Director: Jason Ross

Deputy Creative Director: Richard Ralphsmith

Creative team: Jason Ross and Richard Ralphsmith 

Agency Producer: Roz Ruwhiu

Clients: Justin Dowell, Maree Gauci, Leah Purcell

Account Management:  Meagan Bell

Production: Otto Empire

Director: Ben Saunders

Producer: Jo de Fina

Post Production: Fin Design