Fairy creates installation from 43,000 balloons

Procter & Gamble brand Fairy has created a vast installation composed of 43,000 balloons to demonstrate the power of a single drop of the washing up liquid.

Created by Publicis New York and built in Prague in the historic Vinohradská tržnice, the art work took two days to construct and was captured using drones and 360-degree cameras – a first for a P&G home care brand.

The bubbles in the installation are made from biodegradable materials, range from five to 36 inches in size, and have a total volume of 480 cubic metres.

Victor Leal Negre, global brand director of Fairy, said: "Fairy has been in kitchens across the UK since the 1950s so it’s only fitting that we take our powerful grease cutting bubbles out of the kitchen and to a larger stage for everyone to have fun with."

Mark Ronquillo, executive creative director at Publicis New York, added: "One of the most exciting aspects of the campaign are the digital components. Through 360 video, consumers can navigate every nook and cranny of the installation, as if they were there, in person."

Watch the making of video

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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