Renew Campaign

”Beige is the new black”. That is why Perwoll lanched a new color care detergent specifically designed for light colors. ​But the brand being traditionnally perceived as gentle and regular, they needed our help to build credibility and awareness around their science of fiber & color renewal.

“Is it magic? No, it’s science.” The new brand claim has been our creative starting point, and a piece of clothes our hero. We litterally brought it back to life, from dull & lifeless, to bright and revived. As if touched by magic - through science.

The perfect balance of laundry cues and magical cues in an elegant mode of action master movie, then cut-down in multiple social assets. By creating an underwater environment, we strongly sayed "washing" without having to actually show it, hence reinventing the narrative for the category. Key messages focused on product's superiority through 2 key actions, scientifically yet magically brought to life: pilling removal + greyness removal.