Responses by BETC/Havas

Background: The purpose of the print ad campaign “Vanish Whites” is to show, in the most simple and smart way, how effective our product is. Our target audiences were women 25 to 49-year-olds, with children. So, we chose to display these print ads in mediums that would strongly impact this group: Destak, a Brazilian newspaper with high circulation and the largest supermarket chain in which the product is sold.

Reasoning: There are many cleaning products in the market. But, Vanish is recognized for being the one that makes clothes look as white as possible. So, how could we show this in a print ad? Simple: by turning the brand’s name into reality. Making the clothes look so white, they literally vanish in a white background. We picked people known for wearing white, and showed that their clothes, washed with Vanish, disappear in the studio’s white background. The chosen people were a doctor, a chef and a karate athlete.

Challenges: Bringing to paper an idea that is visually very different from everything that is usually made in advertising in this category. Favorite details: The headline we created: “Vanish Whites.” It brings a new meaning to the brand’s name, and wraps the whole thing together in a creative and unexpected way.

Visual influences: Minimalism has a huge influence on design nowadays, and it was certainly what fueled the solution the most. When we came up with this idea, we immediately knew that it should be as minimalist as possible, because it would only make the result even stronger.

Anything new: With this project, we learned the importance of believing in our ideas, always. At first, we thought this was too different from everything the brand was already doing, but we decided to go through with it. In the end, the client loved it and embraced it. It was a great surprise, and an even greater lesson learned.

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