The World’s Most Dangerous Product Demo

Posted by IAB Australia On January 15, 2013 Research & Resources


December 2012 – January 2013 winner: The World’s Most Dangerous Product Demo
Client: Vanish Napisan
Creative Agency: Holler
Campaign type: Viral
Industry: FMCG

Campaign Information
Vanish Napisan wanted a product demonstration with a new twist, so Holler created The World’s Most Dangerous Product Demo, which injected adrenaline into stain-removal by staging a dive from eight metres into 30 centimetres of tomato sauce.

The dive was filmed and shared across Facebook, resulting in people suggesting other ways to test Vanish Napisan. As a result, beetroot was fired out of an air-cannon at a cricketer, and a family rolled down a hill in a Zorb ball filled with chocolate ice cream.

The campaign reached more than 3 million people, over half a million people viewed the videos and there was a 317% increase in Facebook fans.

Judge’s Comment
It’s hard to beat a good old fashioned product demo. Really fun and simple idea with the brand at its core.



IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.