New Radiant campaign via DDB Melbourne. Radiant's new range of products contain a number of breakthrough technologies that keep colours newer, for longer. To prove it, DDB Melbourne … read morecreated Radiant Return - an audacious 'test' of the brand's claims. The integrated campaign, centres on a series of web films, shot over two weeks with director Stephen Carroll and Exit Films. The concept involved purchasing garments at retail stores (shot using hidden spy cameras.) The clothes were then worn in a series of extreme torture tests - from pig feeding to garbage collecting. Afterwards the items were washed, using Radiant, in real world conditions. Finally, a 'return' was attempted at the stores where the garments were first purchased. "Buy it. Wear it. Wash it. Return it." Of the 14 garments purchased, 13 were successfully returned (one item was unexpectedly torn by a spiky fish during filming.)
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