Lux was launching the ‘Lux Soft Touch’ soap bar in Thailand and briefed us to develop ideas to support the ATL communications for this launch. The brief was open, and we were encouraged to consider new media.

The design was inspired by the new soap bar shape. When enlarged the contours of the soap took inspired thoughts of a luxurious sofa. A sofa provides the perfect tactile media that will allow women to feel against their skin the softness that Lux Soft Touch delivers, and that is what inspired the choice of velvet as a covering material. We placed the design in locations that were not just surprising but also provided a contrasting backdrop to the softness of the sofa, such as bus-stops, office lobbies, and parks.

The Lux Soapfa was successful at engaging passersby and providing them a direct experience with the softness of new Lux Soft Touch. Seeing this, the Lux client decided to adapt the idea to more mass media, wrapping bus seats in a similar plush fabric so that the masses could experience Lux’s soft touch.