Communicado launches 'cleverer' campaign for Biozet Attack detergent

Communicado has launched a new brand campaign for Biozet Attack laundry detergent, featuring the new brand line: 'For a cleverer clean'.

The agency's campaign is set to roll out through paid Meta channels and comprehensively through strategic OOH locations around Australian shopping centres.

It aims to change the way laundry detergents are presented and bring a bit of fun and wonder to a category that was in need of a refresh. The campaign features a visually striking graphic of a ‘brain’ made of common laundry items.

[video width="1920" height="1080" mp4="https://images-r2.thebrag.com/mw/uploads/2024/09/Brain-15s-Landscape-16-9.mp4"][/video]

"When you can say it all in one compelling visual, you know you’re on a winner," Communicado’s executive creative director, Annie Price, said.

"It was amazing to work with the talented folk at The Craft Shop in New Zealand to bring this idea to life. I’m proud of the team for conceiving something so breakthrough for the category, we love where it landed and can’t wait to see it in the wild," she added.

Angela Marriner, associate director - Grocery, Kao Australia, said: “We are thrilled with how this concept has come to life and we hope to capture the laundry audience’s imagination by leading with a very different way to talk about laundry.”

CREDITS  Client:  Kao Australia Pty Ltd Brand Manager (KAO):  Mary He Associate Director (KAO):  Angela Marriner Creative Agency: Communicado Directors: Kerrie Ryan & Lucy Houldsworth  Integrated Client Director: Nicki Cole Account Manager: Sasha Tonkes Integrated Strategist:  Daniel Hedger Executive Creative Director: Annie Price Associate CD/Writer: Chris Buchanan Associate CD/Art director: Simon Fleming Production company: The Craft Shop, New Zealand Projects Director: Ben Lockwood 

See also:
Meeting of The Minds: Communicado’s Anna Barham Kumar and Amy Greer
The Ads That Made Us: Wagon Wheels, Qantas and Sony Bravia’s bouncing balls
The Ads That Made Us: Wonderman, The Wardrobe and The Bear, and Ghost Chips