Bosch wanted to grow their combo washer-dryer appliances in China. While usage of dedicated washing machines is very popular, washer-dryers have always lagged behind.

The biggest challenge is the “sun”. Majority of Chinese urban consumers believe line drying laundry on the balcony is unquestionably the best method of drying clothes—it dries effectively, saves on electrcity and is gentle on fabric—therefore, combo-washer dryers are not really needed.

In order for urban Chinese to even consider using Bosch combo washer-dryers, we need to raise a surprising ”blind spot” --- that hanging clothes outdoors is a serious risk to your privacy. That when you hang your clothes outside for everyone to see, you are inadvertently displaying a lot of your private information to the public. Bosch, as a leader in laundry home appliances, is reframing using washer-dryers as an important means of protecting your privacy

In order to communicate this message to young audience, we took advantage of the superhero culture that they're looking at.

Superheroes try to keep their identities secret in order to protect themselves and their families, but we executed a scene of superheroes drying their uniforms on a balcony to highlight the danger that drying their clothes would give away their privacy.

With the title "Don't put your privacy on the line", the Bosch dryer is the perfect choice for privacy protection

Bosch successfully touches on a very important public concern, which is privacy protection. While it is a very serious and sensitive message, Bosch was able to make the execution more lighthearted and surprising by leveraging on superhero pop-culture—as superheroes are well known to be most protective of their private identity.