To highlight the dishwashing power of Morning Fresh, DDB Group Melbourne has developed a range of dishes that when submerged in hot water, magically transform from super dirty to super clean in seconds.To help launch this new promotion, a series of cheeky viral films were produced that showcased the dishes' filthy and clean sides.
This multi-media campaign also uses web, point of sale and interactive executions (including a Facebook quiz and a 'Dirty Message' the user can design themselves) to bring the Dirty Dish range to life.
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