Vernel fabric softener can soften even the toughest of fabrics. In this campaign, we wanted to demonstrate its efficacy and power. We created three analogies, showing how something so tough as a bully, a bear, and a shark, all get progressively softer with each swirl of a washing machine.

In these three excecutions, we turned the minimalistic and universal icon of a water swirl into the format of our stories. Meticulously crafted in a cartoonish style, the viewer can follow the story from the start to end and see how the softness gradually takes over.