The Fairy Bubbles Project aims to illustrate how a single drop of Fairy can grow and grow. The brand worked with creative agency Publicis New York to build the art installation, which uses more than 43,000 giant balloons to represent bubbles.
The build took two days, and used drones, as well as 360 technology. Fairy has also set up a digital experience on Facebook, where viewers can embark on an immersive journey as they watch one drop of Fairy Liquid grow and multiply into an enormous 480 cubic metre cluster of bubbles.
Fairy's art installation forms part of a wider global campaign, and uses individual bubbles ranging from five inches to 36 inches in size, all made from biodegradable materials.
Victor Leal Negre, global brand director at Dish, said: "Fairy has been in kitchens across the UK since the 1950s so it’s only fitting that we take our powerful grease cutting bubbles out of the kitchen and to a larger stage for everyone to have fun with. Really bringing to life just how many bubbles one drop of Fairy can create. We hope consumers enjoy ‘playing’ and exploring the bubbles installation online via 360 technology, while seeing the big impact a single drop of Fairy can make."
Mark Ronquillo, executive vice president and executive creative director at Publicis, said: "The Fairy Bubbles art installation dramatizes the power of just a single drop of Fairy dish liquid in a way we've never seen before. One of the most exciting aspects of the campaign are the digital components. For people who can't experience the installation in person, they can experience it through the power of digital. For example, through 360 video, consumers can navigate every nook and cranny of the installation, as if they were there, in person."
More: Procter & Gamble brand Gillette launched the latest Gillette razor with an in-store virtual reality experience recently across supermarkets in Australia. In September, P&G joined forces with Superdrug to launch beauty treatment pop-up #FeelSuperSalon.
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