The capaign idea: Your sweater is the most abused and ill-treated piece of clothing. Your throw it around, tie it around your waist roughly, use it to dust things and even sleep on it making it a pillow. 

Other than putting up with the harsh winter it also deals with all the harshness you put it through. 

Ezee liquid detergent understands this and therefore gives your sweater the mildest and the most gentle wash it can get.