The brief for 3M Car Care came with an added expectation of nudging people to buy their products. To do so, we described the technical aspects without dumbing it down or adding excessive information.
From a copy standpoint, we had to draw analogies to car driving, mention the benefit clearly, and research what others in the same industry were doing. As for design, we not only had to depict the working of cars in some instances, we also had to adhere to the elaborate style guidelines of 3M.
Be it conceptualization, activation ideas, or exploring partnerships, we were involved at various stages of promotion of Ecowash, a product which uses 99% less water for cleaning cars.
Our communication not only informed buyers but also evoked guilt and persuaded them to buy the product.