Henkel Polska · Perwoll #RethinkFashion

A campaign that linked a new product variant with the idea of slow fashion

  • Effie
  • Concept
  • Social
  • POS
  • Video
  • Event

Goal and challenge

Build awareness of the product’s benefits around the line “New? No, washed in Perwoll” and promote responsible fashion during a product launch.

What we did

  1. Launch strategy
  2. Creative concept
  3. Shopping-centre events
  4. Style workshops with Maja Sablewska
  5. Social media
  6. Video, POS, leaflets, banners
  7. Stand design and production

Results

8M+
campaign views on YouTube
19,000+
stand visitors in a single day
52,000
target-group reach on social media
68
style workshop participants
8
press publications

Gallery

  • Campaign poster with Maja Sablewska: “Nowa? Nie, uprana w Perwollu. #RethinkFashion” (New? No, washed in Perwoll).— enlarge
    Campaign poster with Maja Sablewska: “Nowa? Nie, uprana w Perwollu. #RethinkFashion” (New? No, washed in Perwoll).
  • Visualisation of the Perwoll stand in a shopping centre.— enlarge
    Visualisation of the Perwoll stand in a shopping centre.
  • Make-up and styling at the shopping-centre event.— enlarge
    Make-up and styling at the shopping-centre event.
  • Style workshop participants at the Perwoll stand.— enlarge
    Style workshop participants at the Perwoll stand.
  • Campaign materials in the hands of a stand visitor.— enlarge
    Campaign materials in the hands of a stand visitor.

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