Green Works Print, Outdoor, Ambient, Digital, Design & Branding REVERSE GRAFFITI PROJECT, 1 by DDB California

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REVERSE GRAFFITI PROJECT, 1

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Industry Household maintenance & pet products, Cleaning Products, Detergents & Wood protectors, Washing powders & Detergents, Public awareness
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Digital, Interactive & Mobile, Design & Branding
Market United States
Agency DDB California
Released April 2008

Awards

Cannes Lions 2009
Design - Bronze

Credits & Description

Type of Entry: Environmental Design
Category: Environmental Design: Semi-Permanent
Title: REVERSE GRAFFITI PROJECT
Advertiser/Client: THE CLOROX COMPANY
Product/Service: CLOROX BLEACH
Entrant Company: DDB WEST San Francisco, USA
Design/Advertising Agency: DDB WEST San Francisco, USA
Creative Credits
Name Company Position
Lisa Bennett DDB West Chief Creative Officer
Frank Brooks DDB West Director Of Production
Natalie Chambers DDB West Art Director
Dustin Smith DDB West Creative Director
Paul "moose" Curtis Artist
Mia Lischer DDB West Producer
Jessica Buttimer The Clorox Company VP Of Marketing
Stacey Grier DDB West Chief Strategic Officer
Debra Berman DDB West Planning Director
Michelle Ehlinger DDB West Account Director
Jon Lancaric Copywriter
Details
Brief Explanation:
With a budget of only $55,000 USD we would need to find a way to overcome the scepticism and speak to both targets. We would have to prove that a green cleaner actually worked. Our objective was to get key influencers to start talking in a positive way about this new cleaning product. So, we set out to find a high-traffic location in San Francisco during Earth Month and with the help of Green Works, show how beautiful green cleaning could be.
Describe the brief from the client:
Cleaning products were getting a bad ecological rap, and as the inventor and manufacturer of bleach, Clorox was taking the brunt of it. In spite of that, Clorox planned to enter these treacherous waters with one of their most important product launches: an eco-friendly, 99% plant-based cleaner called Green Works. We needed to demonstrate in a big, memorable way to as many people as possible that contrary to popular perception, an environmentally-friendly cleaning product could be as powerful as a traditional cleaning product.
Description of how you arrived at the final design:
We commissioned an artist that specialized in an environmentally friendly form of graffiti called "clean tagging". Known as the reverse graffiti pioneer, Paul “Moose” Curtis cleaned away dirt to create art. We found Moose the perfect canvas -- a 140-foot long wall at the entrance to San Francisco's Broadway Tunnel. Moose and the team worked throughout the night cutting dozens of stencils from reclaimed wood of plant life indigenous to Northern California. With the help of Green Works, years worth of dirt and pollution were washed away to create a beautiful installation that was directly linked to the product.
Indication of how successful the outcome was in the market:
Images of the mural were posted on over 230 blogs around the world including inhabitat and tree hugger. A film about the event became YouTube’s #1 Featured Video and received over 500,000 views in one week. With $55,000 and one wall we received media value of $2.1 million resulting in 7.5 million media impressions. We turned negative conversations into influential ones driving negative tone down to a mere 5% in blog postings. Within 6 months, Green Works was #1 in the natural cleaning category. Over one year later, the mural is still visible and 20,000+ people view it daily.