Siemens stainArt.
Before removing stains, we made art with them.
stainArt turned Siemens’ autoStain Removal technology into a participatory digital experience. Users created artwork with tools made from different stains, joined a community gallery and voted on other works. A technical washing-machine feature became a creative advergame people could experience directly.
Welcome page
The starting point.
Stains did not have to appear only as a problem when explaining a washing machine’s removal technology. stainArt reversed the relationship: marks destined for cleaning first became materials for digital art.
The campaign made the feature visible through an intriguing, participatory and shareable experience rather than a conventional explanation.
From real stains to digital tools.
We did not rely on stock digital textures. Real stains were made, photographed and turned into digital painting tools, giving every mark, splash and texture its own appearance.
Users composed artwork on digital T-shirts with these tools. Starting with physical materials created a direct connection between the concept and its visual language.
More than a campaign: a creative community.
stainArt was more than a single-use game. A community and competition framework let participants publish their work, explore others’ creations and vote.
Community voting encouraged return visits, while prizes supported participation. User-created content, competition and social interaction helped the campaign spread.
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Voting screen
Making a product feature part of the experience.
The creative journey led back to Siemens: the stains used for art were those targeted by autoStain Removal. The product feature was the experience’s starting point and conclusion, not an advertising message added at the end.
Design approach.
The interface makes the tools easy to learn, invites experimentation and puts the resulting work in focus. The stain palette, canvas, sharing, gallery and voting form one game experience.
Art direction of the physical stains, their adaptation into tools and the visual language give the project its distinctive character.
Product introduction
Stain types
Outcome.
stainArt was an early digital campaign combining product communication, gamification, user-generated content and community participation. Turning a technical appliance feature into something users could create and share generated strong engagement. The work received recognition through Kristal Elma, Interactive Media Awards Best of the Class and a New York Festivals finalist placement.
