Title: Clothes are Human too!

When Dosi introduced its new Vinegar Power Wash, we were asked to create a launch campaign that would stand out in a crowded laundry market. Our insight was simple yet powerful: clothes are just like humans, they need care, protection, and attention.
From this thought, the creative platform “Clothes are human too” was born.
We brought garments to life by shaping them into expressive faces, each reflecting a very human condition: sensitivity, sickness, or even bad odors. This visual storytelling made the product benefit instantly relatable and emotionally engaging.
The campaign rolled out across OOH and film, combining bold visuals with a clear product message: Dosi Vinegar Power Wash doesn’t just wash clothes, it protects them.
For us as a creative agency, this launch was about more than just introducing a new detergent, it was about giving a brand a human story that people can connect with, smile at, and remember.