Lux creates magic in the shower
September 5 2012, 8:32 am | | 16 Comments
In ladies’ shower rooms across spas, clubs and gyms JWT Singapore has sampled bottles of Lux Magic Spell.
The walls and floors of all these shower rooms were covered with stickers made using special hydrochromic ink. Upon contact with water, the white ink disappeared to magically reveal beautiful trails of orchids. Users get to experience this inspired multi sensorial piece of Lux art.
16 Comments
And not one person involved noticed the spelling error.
Just have someone read your supers.
Make sure things are not spelled incorrectly.
You guys don’t like copywriters?
Small mistake in the super, but the idea is lovely though.
Yep, this one was shortlisted at Cannes if I remember correctly. It will probably win something at Spikes..
Holy shit, you guys. Way to go.
Super professional.
yeah, no big deal. just a typo in the super.
no typo is small when your work has been shot out into the world my friend.
The only time a poster changing colour blew me away was when Greenpeace first did it for Acid Rain. That was so fresh, it hurt.
Now every other photochromic ink ad is so derivative.
Also, it’s a shame that only one woman per shower room got to experience this magnum opus.
Methinks it was just one…the model in the video.
Call me a twat but I think these are titanium and I want to give all the creatives a hug.
Twat.
Steve,
Agree.
I discovered some other things about this campaign:
– No social media buzz
– No photos of other shower cabins on blogs
– Only on advertising related blogs and sites, very few
After checking the credits of some of the creative peeps:
– Never an award for a solid campaign
– Every award typical initiative thrown together for the award shows
A quick conclusion:
– One shower cabin was prepared to shoot the video
Shame
Having an award winning idea is one thing, making it really, ACTUALLY, happen is another.
@duhh
nice work bernstein…all valid points.
Nothing more to add.
As a client I find this incredibly powerful, engaging a consumer to experience the ingredient of a product in a very relevant way. nice one.
Gayle, you and I think so alike, it could almost be me who wrote that post. Congrats.
Wait a minute…I did write that post!
Yes, it was me. Sometimes I actually use a little too much Lux and it casts a powerful magic spell on me. (giggles)