2024 is proving one of the biggest years in the history of Astonish, with the largest investment ever in the brand, including a brand building campaign across TV, OOH and digital, as well as an unforgettable TOWIE sponsorship.
The challenge
The brief was to create a link between the infamous TOWIE and Astonish as part of a sponsorship deal spanning two series on ITV. Having evolved the brand story for Astonish earlier in the year, to establish the campaign platform ‘No Magic, No Spells, Just Astonish’, our brief was to create idents which would keep the brand top of mind whilst building a bridge to the show's content.
Our approach
Whilst Towie’s target audience was a great fit, the link with cleaning products wasn’t immediately obvious. However this gave us agreater opportunity to be genuinely creative. We needed to build a bridge between household cleaning and all the glamour, glitz, emotional twists and turns of the Essex star lifestyle.
We tapped into TOWIE’s 30 seasons worth of dating drama to create riveting scenarios where, true to the series, characters are ‘Clearing things up’ or trying to make a ‘Clean start’
We captured the sassy charm of the show with such believable scripts that we had to use dolls to prevent any confusion with the programming. In all seriousness by casting barbie-like artists we could just be a bit silly, push the boundaries and, to the delight of the client, feature huge oversized packs. The audience at first glance know to strap in, this is going to be fun!
The result