Ariel Ice Laundrette – Love Those words

EXPERIENTIAL / SOCIAL / PR IDEA

Client: P&G Europe | Agency: Saatchi & Saatchi London | Role: Senior Copywriter | 2014

BRIEF

Demonstrate that Ariel Liquid can wash perfectly at cold temperatures.

IDEA

Create the world’s first fully-functioning launderette made out of ice, and connected to social media. (Shame it never happened....)

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LINKED TO SOCIAL MEDIA

Like Sweden's Ice Hotel, it would only stand for a limited time.

To create a huge social media buzz around the Ice Laundrette, we'd engineer its temperature to be controlled by social media.

In order to be kept cold and not melt, Likes and Tweets need to be generated. So the more people liked it, the longer it stood.

ICE SCULPTING LIVESTREAMING

Submit a photo of yourself by social media and an ice sculptor would carve it into ice,

People could send it onto their friends through Facebook and change into their profile photo.

A webcam in the Ice Laundrette would livestream the ice sculpting.

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