Winners & Shortlists

CLEANER FOOTBALL MACHINE

TitleCLEANER FOOTBALL MACHINE
BrandINDESIT COMPANY
Product/ServiceWASHING MACHINE
Category A02. DIMENSIONAL MAILING
Entrant Company JWT ITALIA Milan, ITALY
Advertising Agency JWT ITALIA Milan, ITALY
Production Company FM PHOTOGRAPHERS Milan, ITALY
Credits
Name Company Position
Sergio Rodriguez JWT ITALIA Ceo/Cco
Enrico Dorizza JWT ITALIA Chairman/Cco
Paolo Cesano JWT ITALIA Vice Creative Director
Daniela Radice JWT ITALIA Executive Creative Director
Totò Li Vecchi JWT ITALIA Copywriter
Simone Adami JWT ITALIA Senior Art Director
Alessandra Pellegrineschi JWT ITALIA Account Executive
Matteo Bottin FM PHOTOGRAPHERS Photographer
Fabio Orefici FM PHOTOGRAPHERS Director
Cesare Malescia JWT ITALIA Digital Project Manager/Creative

The Brief

For years, Indesit has been sponsoring some of the most important European football clubs, actively promoting 'clean' football. After a series of operations in the stadiums, aimed at supporting a concept of football based on respect, it was necessary to boost the connection with our target by reaching straight into the homes of our female customers.

Creative Execution

Also this year, Indesit has proved to be the symbol of clean football, paying special attention to its core target: women. With the Cleaner Football Machine, Indesit has reached straight into their homes and has given people happiness and fun, promoting even more customer loyalty.

Describe the creative solution to the brief/objective.

Our idea was to offer our customers a special service: cleaning the language of their partners, who notoriously speak 'dirty' while watching football matches. With a DEM, we asked the 50,000 women from our Facebook page to tell us whether they were annoyed by the language of their partners during the matches, and then we selected a sample of 300 women among the responders. We sent them the Cleaner Football Machine, a vocal recognition device patented by Indesit, able to recognise swear words and jam the TV signal for ten seconds afterwards.

Results

Less swear words, more happy women during football matches.