Cheer: Dig It, Get It.

P&G Cheer’s passion for colour gave the brand permission to be the first laundry detergent for a new generation of young and colourful people. To make that generation detergent-savvy, we created an on-line event that combined all the things they love: colourful fashion, music, gaming, prizes, YouTube and Facebook. The music video featured indie band Strange Talk and 20,000 colourful rewards hidden through digital annotations within the video.