Lonkey debuted its brand via livestream to over 12.5 million views and 6 million-plus impressions—and now, the Chinese laundry detergent brand is taking home awards for its innovative creative strategy. In a ceremony hosted by Rishi Budhrani in West Kowloon, Hong Kong, Lonkey and LPK received Bronze at the Transform Awards Asia-Pacific 2018 for Best Use of Packaging.
To launch its new detergent pod offering, Lonkey teamed with LPK to develop a holistic strategy that would resonate with Chinese millennial women. Seeing an opportunity to better align laundry with high fashion, LPK took a whimsical, sartorial approach, using trends to develop runway-ready designs that render the washing machine as a portal into other worlds. The visual strategy applied to packaging and beyond, impacting a diverse array of touchpoints.
“Bringing the narrative to life with culturally current illustration styles was key to our creative strategy,” explains Ben Sauer, VP, Creative Director. “Together, we achieved an omnichannel brand experience that’s resonating with consumers in a deeper, more compelling way.”
Established in 2009 by Transform Magazine, the Transform Awards has evolved into a truly global celebration of branding and strategic excellence—covering Asia-Pacific, the Middle East, Europe and North America, where LPK recently won Gold for its work with Cincinnati Ballet.