Ready, aim, stain: A fashion shoot with a twist

Laundry never looked this fun, thanks to a Saatchi & Saatchi marketing campaign in Europe combining Facebook, robotic guns and copious amounts of jam.

The interactive stunt was for UK washing detergent brand Ariel, in which a glass box was set up at Sweden's Stockholm Central Station.

Facebook users in Denmark, Finland, Norway and Sweden were then able to fire ketchup, drinking chocolate and lingonberry jam at a host of white designer garments whizzing through the box on a rotating clothesline using a customised industrial robot.

Each piece of clothing, once stained, was taken down, washed live and sent to the user all in real time.