Title	THE SOCIAL DISHWASHING
Brand	MAPA SPONTEX
Product/Service	FIZZ EXPRESS
Category	C02. Brand Experience: Digital & Social
Entrant	FF PARIS, FRANCE
Idea Creation	FF PARIS, FRANCE
Media Placement	FF PARIS, FRANCE
PR	FF PARIS, FRANCE
Production	FF PARIS, FRANCE
Additional Company	SPONTEX Colombes, FRANCE

Name	Company	Position
Fred Raillard & Farid Mokart	FRED & FARID	Chief Creative Officer
Olivier Lefebvre	FRED & FARID	Executive Creative Director
Fabio Iazetta	FRED & FARID	Copywriter
Safiya Gherab	FRED & FARID	Art Director
Fabio Iazetta	FRED & FARID	Social Media Manager
Fanny Morel	FRED & FARID	Social Media Strategist
Olivia Teulier	Mapa Spontex	Brand Supervisor
Cécile Gallardo	Mapa Spontex	Brand Supervisor
Cécile Moutier	FRED & FARID	Brand Supervisor
Milia Yalioua	FRED & FARID	Agency Supervisor

The Campaign

During the famous “La semaine du gout” or French National Taste Week, Spontex committed to wash all the dishes on Facebook. To complete this mission, we hijacked the most followed food media pages and washed hundred of dirty dishes in a matter of few days.

Creative Execution

Each time a page would post the picture of a plate, the team would clean and brand the picture before posting it back as a comment.

List of results: - Spontex became a trending topic on twitter - 2 million people reached on Twitter - 3 milion people reached on Facebook

On social media, everybody loves to talk about food but nobody wants to hear about doing the dishes. Spontex , « the champion of less effort », decided to infiltrate a specific event, the French National Taste Week, covered on Facebook and Twitter to demonstrate the effectiveness of Fizz Express, the product that cleans your dishes in less than 2 minutes. We hijacked their posts and therefore produced viral and engaging content about this boring subject.

Nowadays, French people spend more and more time in their kitchen because cooking is no longer considered a shore but a real passion & source of fulfillement. They are digital-minded and looking for advice and inspiration through Instagram, Facebook & Twitter KOL. They also share their love for food on social media, proudly posting videos and pictures and what they just made or ate. #Foodporn But one thing never changed : nobody loves to wash the dishes and everyone wants to make this task shorter. Spontex , « the champion of less effort », decided to infiltrate a specific event, the French National Taste Week, covered by food KOL, medias and brands on Facebook and Twitter. How did we do it ? By hijacking all the food-related content posted by these actors, to show the effectiveness of the new product Fizz Express.