Cussons
(Publicity)

Brand: Radiant        Media: online, pr, film

Radiant is one of Australia’s favourite detergent brands. But its leadership position was under threat, despite continued ATL support. There was an appetite for something new. So we delivered Radiant Return – an integrated campaign centred around an online series of filmed stunts. Basically, we bought clothes, tortured them, washed them with Radiant, then tried to return them – good as new.