The Airel Dine Dangerously campaign advocates having some adventurous meal times. Although some people would scoff at that, scared at the idea of spilling more than a bit of water on their clean clothes, this product shows that there is no need to worry if that or worse happens. As it states in its tag line,
"Ariel protective pre-wash makes clean up easy."
Conceived and executed by Beacon Communications k.k., an ad agency based in Tokyo, Japan, the Airel Dine Dangerously campaign centers around dishware shaped like clothing. It was art directed by Norihiro Sasa with creative direction by Shuji Matsumura and Keizo Mugita, photography by Fumio Doi as well as design by Chizuru Horikawa and Yuichiro Yoshino. This team creatively suggests that it's no big deal to make a mess.
What Makes This Trend Stand Out
- Messy-friendly Advertising
- Opportunity for companies to create campaigns that encourage and celebrate messiness instead of trying to avoid it.
- Protection-based Products
- Opportunity for companies to create products that protect clothing from food stains and other messes.
- Dishware-shaped Objects
- Opportunity for companies to create dishware and other products that are shaped like clothing and evoke a sense of playful fun.
Sectors Adopting This
- Consumer Goods
- Opportunity for consumer goods companies to create innovative products that are inspired by the Airel Dine Dangerously campaign and protect clothing from food stains.
- Advertising
- Opportunity for advertising agencies to create campaigns for other companies that encourage messiness and promote protection-based products.
- Design
- Opportunity for designers to create playful and unique products, such as dishware, that are inspired by the Airel Dine Dangerously campaign and its clothing-shaped plates.
