Highly Commended

Direct

OgilvyAction London

Unilever, Domestos

Grim Tales

Once the 'King of Hygienic Protection', Domestos had been dethroned in recent years. The time had come to reach out to an apathetic nation, and educate them about the importance of maintaining hygienic hotspots in the home. A weighty book of 'Grim Tales' was duly distributed to one million homes, which informed and entertained through humorous prose. Readers were also encouraged to write their own grim tales to win a family holiday (somewhere nice, of course). Sales went up, and the promo was short-listed for several awards. Long live the king!