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.