Research showed that people wait an extremely long time to replace their iron.
We exaggerated this insight to create an impactful campaign that questioned consumers
"What were you wearing when you bought your last iron?" and that it may be time to get a new one.
The clothing and styling were all authentic vintage items and the photography and type were treated
to feel similarly dated.
The idea was rolled out as a fully integrated campaign, including press, poster, on-shelf activity
and moving image. It launched across UK, Germany, Italy and Australia.