Cannes Contenders: DDB Melbourne

How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

PZ Cussons: Radiant Return

The integrated campaign centres on a series of web films, shot over two weeks with director Stephen Carroll and Exit Films. The concept involved purchasing garments at retail stores (shot using hidden spy cameras.) The clothes were then worn in a series of extreme torture tests – from pig feeding to garbage collecting. Afterwards the items were washed, using Radiant, in real world conditions. Finally, a ‘return’ was attempted at the stores where the garments were first purchased. “Buy it. Wear it. Wash it. Return it.”