Description

ECQWA is a new Russian brand in the Laundry & Clothing care category. The brand represents the perfect balance between the two benefits that matter most in detergents: guaranteed cleanliness and care for skin and fabrics.
We entered a category with challenging dynamics: 
• Laundry detergents are stagnating (-2% in volume sales*), while 80% of the market is held by international leaders with high awareness and loyalty. 
• Clutter is high: more brands mean more claims. Competitors promise consumers they will take care of their clothes effectively, inspire eco-friendly behavior and help them lead a pleasurable, joyful and carefree life with no worries. 
Our challenge was to sound different and deliver our core promise of an “uncompromising choice” to drive awareness and loyalty. 
And we found the solution. 
With our unique approach, we reimagined laundry detergent category conventions. Instead of the standard formula “washing + celebrity + humor”, we created a stop-motion manifesto that celebrates the natural cycle of dirt and cleanliness in the world of clothes. 
IDEA
The nature of things is dual: dirt is as natural as cleanliness.
Today your T-shirt is fresh and odorless; tomorrow a drop of latte lands on it. There is a grass imprint on your shorts, and someone's paws have walked across your blanket. Every day, stains appear again and again. That’s the nature of things.
With ECQWA, it’s easy to remember that behind every stain there is cleanliness to be restored — gently preserved with our care.
We tell an amazing story of a heroine — the owner of clothes — who walks through a fabric-made world and encounters everyday messes, metaphorically represented as natural phenomena: berry hail, coffee flood and grass tornado. ECQWA gently washes dirt away while preserving the softness, cared-for look and tenderness of clothing. 
Beyond the wordplay in “the nature of things,” nature imagery underscores the gel’s gentle, enzyme-powered formula. Stop-motion animation, impossible without a careful human hand, perfectly conveys the brand's care for fabric. 
The entire production lasted three months, with an eight-day shoot. On average, a single frame required about four hours, including preparation. 98% of what you see on screen was physically produced and animated by hand. All scenery (mountains, sea, etc.) was made from hand-draped fabrics, as was the heroine herself. The video was shot in 8K so that you could see every fiber. 
We saw positive results of the campaign right from the first month of media support:
• 31.3M OLV impressions in the first 10 days of the campaign
• +80% increase in sales (purchases) on OZON (+20pp vs. plan)
• +73% increase in purchase consideration (add-to-cart clicks) (+3pp vs. plan)
We also received a large volume of sincerely positive consumer reactions and feedback on social media.
Our work is an absolute breakthrough in the laundry detergent category — from the promise to the way we executed our communication. Working with real clothes, instead of computer graphics, became a reflection of the brand's honesty, transparency and authenticity.
*Nielsen, total national urban and rural, 2024

Credits

1. Denina Kristina, Creative Director
2. Chernyuk Elena, Senior Copywriter
3. Ni Irina, Senior Strategic Planner
4. Yarovikov Mikhail, Senior Art Director
5. Volchuk Mariya, Producer
6. Marchukova Alina, Account Manager
7. Yasenov Oleg, Director of Strategy and Development
8. Yana Lyubogoschenskaya, Head of Marketing
9. Sleptsova Darya, Brand Manager
10. Proshina Yuliya, Marketing Communications Manager
11. Pavlov Alexey, Creative Director
12. Chulukova Anastasia, Strategic Planning Director
13. Kanina Victoria, Client Services Director