Separate Them
Breaking the category through visually arresting humour
Client
Sunlight
Year
March 2013
The dishwashing category has always been functional and boring. When we needed to express Sunlight’s superior power in removing clingy grease, we resorted to a humorous approach in line with the region’s sensibilities.
The images have become memes, murals, and covers of annuals. The campaign was also one of the most awarded campaigns worldwide in 2013.