Bref Power Active 4 in 1 is Henkel's new product for toilet cleaning. It has an innovative shape of four colored balls, and each ball has a specific function. The core taget is represented by young women interested on new solutions and new media. TBWAItalia created an online experience fully dedicated to these ladies.
The idea is to create the launch of a new boy band: The Balls Dream Boys.
On a dedicated YouTube Brand Channel, a musical video of the boy band shows them trapped in four white cages. They sing a very special love song. When the chorus comes, the band prays the user to pull the chain that suddenly appears. Everytime the user flushes, the boys lose some clothes till they're left in their underpants - and the users finds out where they were, and who are them.
Users can dedicate the song to their friends: typing their names in, they'd listen to a personalized chorus.
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