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Top 6: June 18th 2014

Radiant: Radiant Returns

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Top 6: June 18th 2014
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 created 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.)
Credits Other credits

Head of TV: Simon Thomas

Editor: Jon Holmes

Online Editor: Jon Holmes

Sound Design & Mix: Flagstaff / Producer: Brodie Flint / Sound Engineer: Paul Le Couteur & Dee Gjedsted

Music: Electric Dreams / Producer: Danny Thiris / Composer: James Cecil

Business Management:

Group Business Director: Sarah Bailey

Business Director(s): Luke Osborn / Katie Kouts

Business Executive: Louise Sully


Executive Planning Director: Ian Forth

PR/Social Media: Mango

Senior Account Director: Rebecca Adams

Senior Account Manager: Louise Cook

Senior Social Media Strategist: Penelope Lipsham

Social Media Planner: Dave Albon

Digital: Tribal Melbourne

Digital Creative Director: Steven Skrekovski

Head of Art: Jonathan Yuen

Interactive Designer: Ioanis Hristodoulou

Developer(s): Dan Phan / Glade Kettel

Media: Mitchell's Melbourne

Radiant Client Team:

Head of Brands - Homecare: Brooke Tierney

Strategy Consultant: Toula Bartholomew

Brand Manager: Ben Eyles

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