To communicate the LG Steam Direct Drive Washing Machine’s ‘wrinkle-free washing’ promise, we reinvented the laundry bag and gave them to neighbourhood laundries to deliver their ironed clothes in.
The bag became a piece of ambient media on the streets, in apartment buildings, a walking billboard and transit media in delivery van windows.

Advertising Agency: Y&R, Dubai, United Arab Emirates
Chief Creative Officer: Shahir Zag
Creative Director: Shahir Zag / Husen Baba
Associate Creative Director: Ash Chagla
Art Director: Husen Baba
Copywriter: Ash Chagla
Account Director: Uday Desai
Account Manager: George Ninan
Planner: Nadine Ghossoub