The brief was to launch a new version of a favourite laundry detergent. This new liquid is more biodegradable and comes in a recyclable bottle.The market is chic, fashion-conscious women. In addition, the goal was to create an event, experience or installation (the client wasn’t concerned which) that generated maximum PR exposure and spread through social networking sites.

Own the mall: First step was to examine sight lines for clear visibility from the entrances, escalators, elevators, cinemas and the luxury wing the mall.Scale: Out of a 4-metre tall washing machine poured hundreds of water lilies, fish, dragonflies and seagulls that attracted the eye by their sheer volume. All made from old Skip bottles, hand-cut and assembled in a job creation scheme.

At the events, our message of caring for clothes - and nature - came through at every touch point, including hosts accessorised with recycled headpieces. The all-white installation clearly stood out in the cluttered shopping mall environment.

• Received extensive national TV and online exposure.• By popular demand from both retailers and the public, the shopping mall doubled the installation's contract period – at no extra cost!• The client got a 4-times return on investment, based on accepted PR evaluation rates.• Exposure extended across fashion, decor, lifestyle, social, design, and ecology websites and blogs.• Sales of the new variant increased by 79% in the 6 months from launch.