D.O.S.E

LOLA Madrid has developed ‘D.O.S.E.’ (Detergent Optimisation & Smart Estimation), the launch campaign for Smart Series, the most advanced laundry product range from Persil and Comfort, designed specifically for auto-dose washing machines.
The campaign is rooted in a relevant cultural tension: in a world saturated with technology, do we really need more smart devices to do our laundry? LOLA Madrid’s answer is a resounding ‘no’ — and to prove it, the agency first built an artificial intelligence robot capable of dispensing detergent with surgical precision.
The execution unfolded in two phases. In the first, the agency launched a teaser on social media presenting D.O.S.E. as a real robot in development, with the collaboration of content creators Ethan Payne (behzingagram) and Faith Louisa (faithlouisak), who publicly reacted to the launch. The piece generated more than 2 million views in 48 hours. In the second phase, the same robot stars in the full film, which makes it clear that the future of laundry doesn’t require more devices — but smarter products that work in harmony with the technology you already have at home.