As the consumer returns from holiday waiting at the luggage carousel, we present her with the nightmare scenario: a suitcase on the carousel open with all its stained and dirty contents there for all to see. While having her maximum attention we use the rolling band to first present the Ariel campaign promise - on an identical suitcase now full of impeccably, clean and neatly folded clothes - and then to present her with an opportunity to sample the product.

The rolling and, therefore, revealing nature of the luggage carousel makes it the perfect vehicle to transmit the Ariel campaign, which is based on surprises. Each time the band passes a new item, a new surprise evolves. The media works as an enforcer of the brand message. Ariel, "Not just clean but surprisingly clean."

On average passengers took just 45 seconds to take 25 kilograms of Ariel sample bags. The sample bags are picked up at least 100 times faster than your very best supermarket sampling event. Words of the client are: "an exceptional idea; clear; insightful; simple; provocative. Brilliantly executed with outstanding results!".