A 360 experience driven by emotion
Changing equality, one laundry at a time
Equality begins at home. Yet ninety percent of laundry still falls on women. To turn this systemic bias into shared action, we launched an immersive experiential movement for Persil. We transformed a house into a multi-sensory educational sandbox where brand ambassadors, influencers, and UN delegates encountered tactical equality challenges. From tackling cognitive load in the laundry gym to dissecting subtle societal conditioning in our bias room, we made the unseen domestic load visible.
33
content activations in 8 experience rooms
200+
brand ambassadors
From invite to Instagram
Unlocking the experience
The journey started with an unexpected invitation: a realistic property purchase deed, a mini house kit, and a physical key. At the gala dinner, we curated a culinary manifestation of "making the unseen, seen" using sensory dry ice, tactical smoke elements, and interactive breakable components to challenge perceptions before the house opened.
Our mindset is shaped by the people around us, and home is where we first learn values and pass them on to future generations. Yet even in my progressive family, gender stereotypes were still present. It's time to break that cycle and help build a more equal world for the generations to come.
Sonja Reddig
| Creative Lead
