BLAC x P&G
For my BLAC Pitch Project, my team and I were tasked with creating a campaign concept that makes people discover the joy of Gain.
This project let us channel our inner Gainiac, and we loved every whiff of it.
Objective
Make people curious to discover the joy Gain brings in a way that drives relevance and resonance with the Inspirational Consumer.
Our Approach
Use Gainiacs to inspire others to discover how laundry can become a moment of joy.
Keeping Up With The Gainiacs
We created an episodic social series that follows the extra lives of Gainiacs…
…and a few OOH ads to create some buzz.
This Is How We Season
Confession: Black and brown people season their laundry.
So, we decided to expose these “recipes” with “This Is How We Season It.” An upbeat TVC showcasing how people “season” their laundry with Gain, set to a remix of “This Is How We Do It.”
Gainiacs Anonymous
Then we encouraged the public to join in on the fun with a physical activation and social giveaway.
