Sta-Soft is a popular South African brand of fabric softener known for adding long-lasting fragrance and softness to laundry. The objective was to create a set of print ads that played on the line “Softens even the toughest.” My strategy was to target older Millennials and younger Gen X by using reality TV personalities that they grew up with, like Gordon Ramsay, Simon Cowell, and Paul Hollywood, who are memorable for their harsh and brutal honesty. I juxtaposed the toughness of these iconic TV stars with the softness of Sta-Soft’s detergent. I learned to think outside the box and become experimental with my brainstorming. I realized that a great idea takes time and shouldn’t always be the first.