Saatchi & Saatchi created an interactive campaign for Ariel that allowed Facebook users to squirt and stain designer clothes in real time.

Washing detergent brand Ariel created an interactive campaign that involved having Facebook users stain designer clothes by squirting them with a mixture of ketchup, drinking chocolate and lingonberry jam. A glass box was constructed in Stockholm Central Station, Sweden, where designer garments were hung on a fast-rotating clothes line and a robotic device that shoots the liquid. The industrial robot arm is controlled by Facebook users in real time to aim and shoot at the garments. Once a piece of clothing has been shot, it’s taken down, washed and then sent to the user.

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