SHARPE BLACKMORE CREATES CAMPAIGN FOR ZERO DARK
By Adnews Staff
Sharpe Blackmore Euro RSCG has created a new campaign for Reckitt Benckiser (Canada)'s Zero Dark Laundry Fabric Wash. The print campaign consists of two executions that are running in magazines including Flare, Eye, Now and Fashion. The first ad shows a shirt with black paint on it. The second ad shows a pair of paints with black paint on them. Both display the copy, "There's an easier way to keep your black clothes black." This advertising is being accompanied with an online contest in Eye magazine. The idea for the contest came from Reckitt Benckiser's media agency MaxxMedia. Its development and execution are being handled by Sharpe Blackmore. The contest will take the form of an online game in which participants must complete a number of tasks before going on a date. A teaser ad for the contest, which reads "On Feb. 3rd, you'll go from a Zero to a Hero," will be updated to include the URL for the contest once it begins.