To create a campaign that was visually different to all other laundry communication but also different in the way that we portrayed nature.

Lots of communication shows nature as ‘naturally good’, so we took a different perspective and showed that nature is naturally NOT bad, and therefore won’t lead children astray.

This led us to some very amusing and visually striking images. It also allowed us to talk about some very sensitive issues on Mothers’ minds – the fear that their children could be influenced into ‘bad’ or Illegal activities if they are not occupied with something ‘good’.

To make the idea really stand out we wanted a visual style that would authenticate this idea of nature not being a bad influence. We found Michael Sieben’s beautiful, yet slightly haunting illustrations, and decided this would lend the right amount of humour and personality to the images. The final images were painted directly onto wooden panels - a feature we wanted to keep, so when it came to the final posters, we screen-printed them onto sustainable wooden boards.

The posters were very popular, partly due to the fact they didn't portray the usual, cliched washing powder messages, and they looked completely different to everything else instore.