Comfort. Cloth World.

Media: TV/OOH/Print/RadioMerchandising

My role: Creative

Agency: Ogilvy/CD: Patrick Collister/Prod: Kim Parrett/Dir: Aardman

The ‘Cloth World’ concept for Comfort was our first big idea in advertising and it ran for twenty years. In this textile universe fabric conditioners became moisturisers, bath lotions, perfumes and even anti wrinkle creams. When we worked on it the world was handstitiched by an army of seamsters and seamstresses from Aardman Animations. Later the campaign went global, became CGI and we lost touch with it. Our original cloth characters Darren and Lisa proved so popular Unilever made soft toys of them.