Stain By Numbers

Agency Network: 
April 2010
Ariel Direct Ad -  Stain By Numbers


Direct advertisement created by Saatchi & Saatchi, United Arab Emirates for Ariel, within the category: House, Garden.

Advertising Agency: Saatchi & Saatchi, Dubai, UAE
Creative Directors: Maru Kopelowicz, Sion Scott-Wilson
Copywriters: Bianca de Silva, Neil Harrison
Art Directors: Christopher Jones, Anjum Shaikh, Masa Al-Kutoubi
Prodution Company: Power Print, Acacia Projects
Photographer: Dave Kennedy
Additional credits: Jihad Hamza, Hamid Naqvi, Heidi Afifi
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Dzsoi's picture

I think noone will do it. Noone will start a washing programme for this "painting", noone will risk to put this together with his/her clothes. IMHO.

Activity Score 8532
Copywriter at junior copywriter
jamesrothenburg's picture

"No one" is two words by the way.

Activity Score 554
Art Director
Dzsoi's picture

Thank you for your essential comment!

Activity Score 8532
Copywriter at junior copywriter
atb2005's picture


They sent this kit to "opinion leaders"; not to some randomly selected consumers. Also, they provided everything you need (including fabric) to do the test. I'm saying this because you mentioned "clothes". Now, I can't tell if Ariel is that strong, but still. It's a good stunt.

Activity Score 13557
Dzsoi's picture

I see they have enclosed fabric, but either you wash it all alone in your machine (extra time & money) or you wash it along with your dirty clothes (laundry) - that is what I meant. I would be really interested what kind of motivated opinion leaders are there in washing business - I franky have no idea.

Activity Score 8532
Copywriter at junior copywriter
keithstoeckeler's picture

Pretty fun way of getting you to test it for yourself. What Mom wouldn't give this to her kid(s) and let them paint the fabric, then see how good the product works? I like it.

Activity Score 425
esia's picture

And why dont disapaer the black outlines on the canvas after washing it? if i wash something i like it clean without any drawings.


Activity Score 239
Creative Director at BBDO Berlin |

Let’s do something great together.

philippertl's picture

So if you wash a tshirt with a cool illustration on it would you also want your washing powder to clean that off? :-)

Activity Score 656
Graphic Designer |

Please vote for us!

philippertl's picture

Fun idea. Not sure if I would wash it with my clothes though, I would be tempted though :-)

Activity Score 656
Graphic Designer |

Please vote for us!

raavigeorgian's picture

is interactive...but why would one wash it to get the same artwork(lines)...the end product could have been interesting...or maybe it's just me

Activity Score 2444
Art Director at New Delhi
northerncreative's picture

Simple. I guess this was intended as a high value mailer. Targeting key decision makers. Raav does have a point though. What would have been nice is if the whole painting area had been washed away. Subjective comment all the same. Nice one.

Activity Score 8
Art Director at RAPP
Schirone's picture

i agree with nrtherncreative. but don't agree with the drawing being washed away. in this way, the show that you wash away dirt, but at the same time protect decorations.
nobody would love their Roilling stone' tee completely blank.

Activity Score 98
Art Director at |

i'm here because i'm procrastinating

capywriter's picture

consumers don't really have to test it... the fact that Ariel sends you this says they're pretty confident about their product. It's a statement. On the other hand, the paint is probably very easy to wash...

Activity Score 5509
Copywriter at Freelance
Guest's picture

If you noticed carefully, the "paints" are actually food/household, ketchup, mustard, ink. This is a great advertising paint using the stuff you normally get on yourself and Ariel is saying that their detergent will get it off. There's no way to confuse shirts with designs being washed blank....

lynnholilin's picture

oh i did not notice that, makes a lot more sense now :-D

what a great direct mailer design!

Activity Score 118
Graphic Designer |

Lynn Ho
Decision Communications Pte Ltd
Advertising Agency Singapore

emd2k3's picture

Where 's the flaming hoops I need to jump through, are they included?

Time is almost too precious to waste on testing this out.

Activity Score 15
Art Director at GSW Worldwide
Vijaya Kumar.C.P's picture

Good for award. But too complicate & waste of time.
Not practical

Vijaya Kumar.C.P
Activity Score 70
Art Director at Working in an Advertising agency in Dubai as an Art Director.
Guest's picture

2 CD's, 2 CW's, 3 AD's for this = WTF

creative.vibes's picture

nice idea but not practical. :(

Activity Score 86
Art Director at Bluamobea, UAE
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