Fresh Forest: 2.8M views for a detergent from a medieval tavern

The ask

Fresh Forest sells a two-litre professional detergent with a heavily perfumed softener through a Romanian online shop. The brief was two short spots for Facebook paid that would stop the scroll and send people to the product page. No shoot budget, no cast, no location.

What we made

Two scenes that make the scent the story. In the first, two men in a candlelit medieval tavern, one of them laughing across the table; the copy asks what a good detergent should look like. In the second, a dark corridor at night and a figure at the end of it; the copy dares you not to wash. Both were boarded, approved and generated in ten days.

What happened

The tavern spot reached 2.8 million views with 2.4 thousand reactions, 27 comments and 105 shares. The corridor spot reached 895 thousand views with 1.8 thousand reactions and 98 shares. Estimated revenue across the two was €38,780, on a paid-social budget a crew could not have been hired for.

Why it worked

A story first and the product second: nobody stops for a bottle, everybody stops for a face. The boards were approved before a frame was generated, so the client saw the film before it existed. And the ten-day turnaround meant the second spot could learn from the first.