myideabook
Joe Wangler \\ CD | ART
WooliteWashed Boutique (Copy)

WooliteWashed

- Ex Awards Winner -

Most laundry detergent brands feature washing machines, laundry rooms and scenes of children getting grass stains on their clothes. But for Woolite, we wanted to do something different. Taking the detergent out of the laundry room and putting it on a fashion runway, we developed a 360 integrated campaign based on the insight that women love their clothes, and want that love to last…

“WooliteWashed: Clothes look like new, longer.” As lead agency, we executed this campaign through a complete 360 integrated platform including experiential, print, digital, social media, and PR.

TOTAL IMPRESSIONS: 300 million

PRESS: RACKED, BIZBASH, RACKED again, THE EDITOR AT LARGE, Lucky, Shecky’s, USmagazine

_83A2944R.JPG
 

WooliteWashed Boutique
The WooliteWashed Boutique in Soho, NY was crowned No. 2 pop-up shop during Fashion Week. Trailing only Target’s The Shops. Our boutique was also Shecky’s Favorite Venue for Fashion’s Night Out. The store featured limited-edition garments and accessories from five notable designers: Dannijo, Felix Rey, LNA, Laundry by Shelli Segal, and Timo Weiland. The catch? They were all pre-washed in Woolite. People were able to see, feel, touch (and even smell) the brand and experience first hand how Woolite protects the clothes they love.

 
Woolite_030.jpg
Woolite_051.jpg
011_Woolite_011.jpg
STS_WooliteWashedLaunch250.jpg
STS_WooliteWashedLaunch187.jpg

Clothing and other items pre-washed in Woolite were available for sale. Proceeds went to Save the Children.

 
STS_WooliteWashedLaunch197.jpg

Step into the Ad
Photo-op where people were able to be a part of one of our print ads. After pictures were taken, they were pushed out via social.

 
STS_WooliteWashedLaunch195.jpg
 

Interactive Table
The pop-up store also featured an interactive installation promoting Woolite's new Darks & Everyday, in which people were invited to tap a bottle from a special table and see projections telling them how to care for their clothing.

 
 
 

#WooliteWashed Twitter Wall
We partnered with Iris Worldwide to create an interactive experience to allow fans to share their style stories by live-tweeting with the hashtag #WooliteWashed. The tweets appeared as bubbles in the windows of the pop-up boutique, and were also projected inside the store, for people to play with, pop and move around. It all tied in with the digital campaign aimed at encouraging women to take care of their clothes they love.

 
 

ECD \\ Ralph Hollingsworth
AD \\ Joe Wangler

Print Photographer \\ We Are The Rhoads