We were tasked by premium appliance brand, AEG, to ‘make laundry sexy.’

Using market research we identified that households with the highest laundry demand belonged to those who played a lot of outdoors sports.

This lead us to create a digitally led campaign to showcase AEG’s superior product and also to secure an annual paid partnerships with renowned world cup rugby players, Will Greenwood and Austin Healey.

As part of the campaign, we organised a giveaway for 50 grassroots rugby teams and filmed a pre-launch video with Rugby legends at iconic Twickenham Stadium. They supported the campaign for another 4 years

Client: AEG

Project: Grass Roots

Services: Strategy, Content