The clothes market is dominated by movies and demos of products with a focus on special effects that show how good the product is. We had the challenge to create an idea that could be fun and bonding for parents and their children, showing the demo, but without the special effects and money to make a movie. We wanted to show how the cleaning moment could become something fun not only for parents but also for children. So we launched the books in one of the biggest events on Brazil's children's day: Glamurama. And the stories never ended anymore.

The cleaning moment is the beginning of a new story instead of the boring moment of washing cloths. We turned a moment perceived for both children and parents, as boring into a magical moment were stories disappear, so new ones can be born and all we used is the exact purpose of the product: to wash clothes. We created the book with blanks so children and parents could finish it together and then clean it together and create new stories. Then, we targeted parents because cleaning children's cloths is one of the most unexpected and hard works you can find out there, and we lunched it in Glamurama, the event were celebrities go on children's day with their children.

All elements work for the concept that you can create and then erase. The colors of the brand open the book cover and then give place to every color you can wear like cloths. The typography dialogs with the children writing, its curves, its delicacy, it mimics their writing. Every element, esthetic and design, are light to bring this childhood aura. The book cover is the face of a child yawning and the next page brings the infinity of books and stories you can have with this one. The material is cloth, just like the regular ones you use at home or school, so it works the same as the product. The development is based on the concept of using, cleaning and doing it again. The illustrations are not defined, so it can be just a stimulation for the imagination of the children.

The idea has opened a different relationship between the agency and the client for showing new ways to communicate. Artists out of the brands budget commented the activation on social media and the positive perception of the brand as well as the activation was only positive, especially with the children that loved the book. We went further, beyond the briefing, by becoming a love object of children that kept asking for the books when it was over and sold out.