The Myth laundry detergent, which makes linen frosty fresh, has a longstanding history in the Russian market and its symbol, Moydodyr, is familiar to each one of us since childhood. If ever there was a legendary brand, Myth can rightfully be called so. It is precisely this that has influenced the choice of theme for the new Myth campaign.
Having chosen the well-known image of Gulliver captured by Lilliputians, the authors showed what would happen if Gulliver used Myth to wash his clothes. The scent of his shirt would be truly winter fresh, so much so that the Lilliputians would use the giant for snow attractions during the summer: some are sliding down the shirt as if it was a snow hill, some are creating snow angels, while others just stroll around, enjoying the fresh winter air.
Print advertisement created by Leo Burnett, Russia for Myth, within the category: House, Garden.
Executive Creative Director: Mikhail Kudashkin
Creative Group Head: Alexandr Ovsyankin
Senior Art Director: Mikhail Yarovikov
Junior Copywriter: Yulia Samoylenko
Creative Director of the Design Studio: Dmitry Jakovlev
Designer: Kirill Sirotin
Illustrator: Ilia Orlov
Group Account Manager: Ekaterina Georgievskaya
Group Production Manager: Oksana Severin
Producer: Anna Flankina