Saatchi & Saatchi Stockholm has created a live event for Ariel called "Fashion Shoot" in the Swedish capital. Attendees were able to control a giant robot that shot food products, such as ketchup and chocolate, at a conveyor belt of high-end designer clothing.
If a participant shot and stained a piece of clothing, it then got washed with Ariel in front of them and they won the cleaned garment. Users on Facebook also had a chance to control the robot. The robot was built by B-Reel and Atomgruppen.
The campaign was written by Petter Dixelius and Erik Hiort af Ornäs, and art directed by Gustav Egerstedt and Lisa Engardt.