2009 SILVER

INFLUENCERS

THE REVERSE GRAFFITI PROJECT

CLOROX GREEN WORKS, THE CLOROX CO.

Suzanne Sengelmann, VP-Specialty Division
Jessica Buttimer, Dir.-R&D
Aileen Zerrudo, Sr. Group Mgr.

DDB WEST

Lisa Bennett, CCO-Mngng. Part.
Stacey Grier, Chief Strategic Officer-Mngng. Part.
Frank Brooks, Dir.-Production
Natalie Chambers, Art Dir.
Matthieu Brajot, Designer

How do you tune in the tuned out? And turn them into an advocate for a cleaning brand? You reinvent the traditional demo by creating environmentally responsible art. By using Green Works from Clorox to help clean the environment, the target audience's perception that all cleaning products are damaging to the environment was reversed. In so doing, the campaign proved that this natural product works better than any other and gave consumers the ammunition to tell Green Works' story.