While some people – particularly in rainy climates – use tumble dryers to dry their clothes, others prefer the good, old-fashioned washing line. Take the citizens of Napoli, for example. It’s still common to see washing lines, full of colourful clothing, stretched between the buildings. This gave the agency DLV BBDO a chance to advertise a pre-wash stain remover called ACE, produced by Fater in Italy, on a very minimal budget. In short, washing lines became a showcase for ACE, especially for tourists who regularly pause to take pictures of the cinematic sight. The campaign was rewarded by the European Art Directors’ Club. For once no greenwashing, only real washing!