FCB North America | Work

Clorox

Using humanity to transform a 100-year-old brand

Year: 2018

Capabilities: Social.

Problem

Consumers trusted the functional benefits of Clorox household products, but the brand was seen as purely functional to the families it served.

Insight

Cleanliness benefits the emotional, mental and physical state of human beings themselves – not just the objects they clean. When cleaning comes after the fun, it’s a chore. But when cleaning helps you prepare for the fun, it’s a canvas for new possibilities.

Strategy

Clean isn’t the opposite of dirty – it’s the start of new possibilities.

Solution

Clorox and the category had always showed artificially sparkling clean homes and perfectly groomed people. “Clean Matters” re-introduced a human element to the brand. It was filmed with unrehearsed real people, shot in their own clothes, with no make-up or added lighting. We set out to document authentic, intimate and brutally honest moments, in real people’s untouched homes and places of work, showing how we can bring about emotional and physical renewal, positioning the very act of cleaning as a catharsis and catalyst.