Papaya Films London has teamed up with Havas London once again to take an audience down a nostalgic memory lane in the latest spot for Vanish.
Havas creatives, Diogo Abrantes & Chico Barrera, collaborated with director Matt Rhodes to show an emotional journey of a woman through her life. She wears the same sentimental dress through each key moment of this memorable story weaved together through a succession of time-lapsed celebrations.
We caught up with Diogo and Chico for a creative post-analysis of the campaign:
“Vanish is a brand that has been with people forever and that people genuinely cherish. The idea of the film was to create a homage to this product’s heritage throughout the lifetime of a woman, helping her keep her favourite dress alive and loved for longer.”
It is actually funny, because we got the confirmation of this insight on our way from the airport, after the shoot. Our taxi driver, to make conversation, asked what my job was, and when I told him that I just did a Vanish shoot, he replied right away that he and his wife love Vanish because it never failed them throughout the years. That was a sign that we had a very strong product truth.
When we first read Matt’s treatment, we knew he was the right person for the job. For him, the main dress was a character. This wasn’t just about the lifetime of the woman, this was the lifetime of a person and her favourite dress.
During the entire process, Matt was brilliant. From pre-production, where he managed to fit an entire lifetime in a 30’’ storyboard, to every solution on set, to how present and resourceful he was during post, always coming with solutions for the most diverse problems we had along the way.
This was the most complex production process we’ve ever worked on. We had to get the perfect cast for three generations of people; Costumes that would span four decades; and even dozens of extras dancing in the rain, on a super sunny Warsaw. Papaya made everything look easy. We still don’t know how they pulled everything off.”
Wojtek Skiba, EP at Papaya Films London added:
“We’re all especially proud of this film. It’s a beautiful piece that takes the brand into new creative areas.”
Credits:
Title: “Love your whites for Longer”
Client: Reckitt Benckiser
Agency: Havas London
Creative Team: Diogo Abrantes & Chico Barrera
Agency Producer: Stephanie Cleak / Adam Henderson
Production Company: Papaya Films London
Director: Matt Rhodes
Executive Producer: Wojtek Skiba
Producer: Rupert Greaves
DP: Luke Scott
Production Designer: Roberta Dabrowski
Costume Designer: Marcin Zak
Editor: Russell Oxenden
Postproduction: Absolute
Post Supervisor: Belinda Grew
Colourist: Matt Turner
