Fairy Active Burst 'for hands that don't do dishes' by Grey London

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Procter & Gamble has launched an integrated campaign, created by Grey London, for the launch of Fairy Active Burst tablets for dishwashers. The print work is the first element of the £15m launch campaign. In an adaptation of Fairy's famous line and jingle: "For hands that do dishes," the ad carries the line: "For hands that don't do dishes." A soft and silky-looking hand holds each letter that make up the sentence.

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Released: 02 February 2006


Project name
For hands that don't do dishes
Nathan Homer, brand manager, Procter & Gamble
Transfer the power of Fairy Liquid brand equity, principally the omnipotent power of the selling line, into the dishwashing detergent market
Creative agency
Grey London
Alex Fraser
Art director
Matt Turrell
Print designer/typographer
Mark Cakebread
Planner (creative agency)
Sylvia Meli
Media agency
Media planner
Tony Robinson

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