Proctor & Gamble - The Big One & Crouchmas

P&G “The Big One” with Peter Crouch – Experiential Activation
In collaboration with Procter & Gamble and football icon Peter Crouch, we brought “The Big One” to life through a playful, high-impact experiential event designed to showcase product performance in an unexpected way.
At the heart of the activation was a live masterclass in painting with household stains transforming everyday spills into bold, expressive works of art. Guests were invited to get hands-on, using common stain culprits as their medium to create unique masterpieces. The atmosphere was energetic, humorous, and intentionally a little chaotic perfectly aligning with the campaign’s tone.
We designed and built the entire space to reflect the brand; bold, clean, and impactful, creating an environment that balanced creativity with product storytelling. Alongside this, we produced a suite of branded merchandise, giving guests tangible takeaways that extended the experience beyond the event itself.
But the real moment came after the creativity.
Once the artworks were complete, each piece faced the ultimate test: being washed away using “The Big One.” What began as vibrant, stain-filled canvases were dramatically returned to clean, blank surfaces proving the product’s cleaning power in a way that was both visual and unforgettable.
Despite the inevitable disappearance of the artwork, the experience left a lasting impression. The combination of live participation, entertainment, and product demonstration created a memorable brand moment one where everyone had a genuinely great time.