Reframing a product from harsh to human
Year: 2018
Capabilities: Digital Products.


From movies and TV shows to everyday laundry, the world had branded Performance Bleach as dangerous, leaving consumers to ignore the countless benefits and protection it provides.


If some of the most trusted professionals, nurses, doctors and relief workers, trust bleach, why doesn’t everyone else?


Bleach isn’t just a germ-killer, it’s a life-giver.


We needed to show consumers how bleach could save lives, so we invited them along—virtually—on a life-saving journey to America’s South, a remote school being converted into an emergency medical facility during a flood. Viewers could experience the school firsthand, ride in the back of a speeding ambulance, witness the massive affect flood was having on the community all while watching caregivers using the power of bleach to protect lives.

Generated In The First Half Of The Year
Market Share
Household Penetration
Sales Clorox Brand Increase in 1 Year

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