Rei F3: Stop Colors From Bleeding

With the cooperation of a small town north of Hamburg, Jung von Matt managed to run well beyond the laundry room to show grocery shoppers what happens when you don't use Fit GmbH detergent brand Rei F3, which is specially formulated to preserve brigh

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With the cooperation of a small town north of Hamburg, Jung von Matt managed to run well beyond the laundry room to show grocery shoppers what happens when you don't use Fit GmbH detergent brand Rei F3, which is specially formulated to preserve bright colors. "The mayor considered our Rei promotion to be art," says CD Jan Rexhausen. "He loved it, and he gave us the green light." So did consumers, according to the agency, which ascribes a 15% sales boost to the project. The trio of installations, up for about a week near supermarkets, were not guarded or locked down. "The Germans are a very tidy people, so to do an action like this you of course have to promise to tidy everything up afterward," Rexhausen explains. "But Germans would never nick the stuff; the only thing they do is stare at it. And that's exactly what we wanted."
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About

Credits
Date
Mar 07, 2007
Creative Director:
Jan Rexhausen
Creative Director:
D Spengler-Ahrens
Art Director:
Jens Petter Waernes
Copywriter:
Simone Nobili
Copywriter:
Jens Petter Waernes
Photographer:
Klaus Merz
Model Maker:
Arndt von Hoff
Model Maker:
Christian Gethe
Client:
Rei F3
Agency:
Jung von Matt AG
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