Fashion Care with Electrolux


Electrolux in Australia sought to redefine how washing machines are viewed, with a keen focus on fashion ( Australians spend significantly a lot on clothes than anyone else in the world).

Electrolux took it an interesting extra notch by directly associating their washing machine brand to Fashion and owned the washing machine and fashion space while elucidating that only Electrolux can be trusted with your delicate clothes.

What wowed me?

A unique visual identity was created for the washing machines and this positioned it more like a fashion brand with extremely catchy artwork in a language and tone that deeply appeals to the female demographic.


What made this Ad successful?

Electrolux entered into a new niche by associating fashion and washing machines. Their significant tweaking their message to suit the target audience with integration to social media and publications increased the ability for the brand to reach more people and build trust for their washing machines as those that are the best for delicate clothes.

To be honest, viewing this ad gives me a feeling that Electrolux is the only washing machine that will take care of the quality of your clothes.



Advertising Agency: Ogilvy & Mather Singapore, Singapore, Singapore
Producer: James Brook Partridge
Account Manager: Andrew Boggs
Social Lead: Lukas Snioka
Art Director: Ria Ocampo
Associate Creative Director – Art: Larissa Vaz
Associate Creative Director – Copy: Daniela Varela
Creative Director: Hwee Chong Chan
Executive Creative Director: Mark Bown