dadasd 

HeyHuman

Core disciplines: Brand Activation, Brand strategy, Integrated marketing, Social

 

KEY BEHAVIOUR

Get people to use CIF to restore their favourite places.

 

KEY COMPARISON & BARRIER

Key barrier: It’s hard for a functional, cleaning product
like CIF to play an emotional role in people’s lives.

Key comparison: Community centres are
ostensibly functional but actually are the heart
and soul of the community.

 

THE CREATIVE IDEA

CIF: The before and after project.

In a series of short films, we told the story of cleaning the O2 
from the opinions of those who live in the area, a documentary of those
spending 3 months cleaning it and a time-lapse film showing
the finished results.


 

RESULTS

Reach - 30,000,000 

Impressions - 41,000,000

Named by Marketing Week as one
of the best campaigns of 2016

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