To the delight of fashion experts and fans, Agencia Africa has created the ‘Surprise Collection’ for Ariel, featuring stained clothes which reveal their original prints only when washed. Prominent Brazilian fashion bloggers from the F*Hits blog network received a set of stained clothes, an Ariel sample and instructions on how to discover the hidden prints. The blogs covered the story, featuring ‘before’ and ‘after’ pictures which revealed the full impact of UQBAR’s designs. In addition, the washed outfits were displayed on the catwalk at the São Paulo Fashion Week 2013. Due to huge media and consumer interest, Ariel’s ‘Surprise Collection’ has been made available in stores across Brazil.
Creative Director:Sergio Gordilho, Arício Fortes, Paulo Coelho
Copywriter:Arício Fortes, Rodrigo Da Mata
Chief Creative Officer:Sergio Gordilho
Art Director:Paulo Coelho, Rafael Gil, Iron Brito
Client Services:Márcio Santoro, Cecília Duarte, Manuela Ramalho, Marina Damato
Media:Luiz Fernando Vieira, Evandro Soares
Digital Strategy:FHits, UQBAR