Fairy 'softening your world' by Leo Burnett

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Leo Burnett's latest ad for Fairy Non-Bio features the brand's baby icon, Bizzie, in a mixture of live action and animation. The concept of the campaign is to show how Fairy can transform hard, spiky unappealing objects into soft, fluffy stuff. The spot begins with a toddler and his mother entering a fantasy world. They are joined by Bizzie who leads them on a magical journey, while saving them from potential danger by softening the ground, turning hedgehogs' spikes into fluffy fur and snails' hard shells into soft balls of wool. The ad is backed by press, poster, online and experiential marketing at events and baby shows.

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Released: 28 June 2006

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Credits

Project name
Fairy Non-Bio "softening your world"
Client
Danielle Bibas, Fairy marketing director
Brief
Fairy softens your world
Creative agency
Leo Burnett
Copywriter
Dave Beverley
Art director
Dave Beverley
Planner (creative agency)
Becky Barry
Media agency
ZenithOptimedia
Planner (media agency)
Edward Higgin
Production company
Partizan
Director
Brand New School
Editor
Brand New School
Post-production
Brand New School and Framestore
Audio post-production
Scramble Sound
Exposure
National television

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