• by OMMA Magazine Writers , September 15, 2009

For this Razorfish and Sun Products collaboration, Melissa Rivers starred in a mockumentary about Laundry Fairy Union Local 32, a collective of stain-fighting characters who help stressed-out mothers. The product, subtly noted at the end, is All detergent. Viewers were driven to all-laundry.com by TV commercials following Celebrity Apprentice. The site had more traffic in the first 14 days of the program than it normally sees in six months: over 140K unique visitors, spending an average of almost five minutes on the site. Every time a viewer sent a video to a friend, All donated 50 cents to charity. That's a clean machine.

Razorfish: Marc Lucas, Executive Creative Director; Peter Knierim, Creative Director; Mike Nuzzo, Associate Creative Director; Daniel Adrain, Art Director; Tim McCormack, Senior Copywriter; Justin Bilicki, Senior Art Director; Ong Arttasan, Senior Art Director; Kjell Reigstad, Designer; Mira Sestran, Designer; Adam Jones, Director; Bé Garrett, Agency Producer; Andrew Swee, Executive Producer; Dave Bradley, Editor; Deb Korono, Senior Account Director; Nicole Victor, Account Planning Director; Indira Vaidy, Account Planner; Angela Fung, Program Director; Liz La, Project Manager; Nicole Labrosciano, Project Manager; Jim Butler, Project Manager; Adam Heimlich, Search Director; Andrew Babaian, Presentation Layer Architect; Dennis Hall, Senior Presentation Layer Developer; Heleena Culbreth, Functional Analyst; Jamie Ross, Lead Search Account.