The message of the Electrolux campaign was “Stay clean”. It was communicated by means of a laundry rope at the festival entrance and through a washable tattoo that every rock fan got at the laundry booth. To get their attention we designed fig-leaf invitations that could also be used as spare pieces of clothing during the washing process, created ready-to-send postcards for mothers and distributed free T-shirts with the message “Rock Laundress sucked me dry”.

The result was an extremely positive feedback of the target group and thus an obvious raise on the scale of brand awareness. Electrolux was no longer a brand they didn’t know or care about, but suddenly found it cool and useful.