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Clean is the beginning. What comes next is everything.Clean is more than getting rid of dirt and germs.Clean is about setting the stage for everything that comes after.A clean slate. … read moreA blank canvas. A fresh start.This is the first large scale campaign for Clorox in the new strategic platform developed by FCB, there'll be further installments this year.Clorox disinfecting products wipe away dirt and germs. This new campaign celebrates what comes after the clean: real life, unpredictable, chaotic and wonderful life.
Cleaning is more than getting the place back to normal. What’s important is all the real life that is beyond the clean, full of energy, spontaneity and fun.
We celebrate the moment of cleaning with dramatic flash-forwards of all the authentic family moments that unfold later on that surface.
Clean is the beginning. What comes next is everything.
Kitchen:
A clean counter is the nucleus in the home that connects the family. To share their victories. To grow and experiment.
Clean turns a counter into a stage, a laboratory, a victory lap.
We hero this message by contrasting the act of cleaning a counter - with wild flash-forwards of all the joyful family connections, which occur next on that kitchen counter.
A clean kitchen is the beginning. What comes next is everything.
Bathroom:
A clean bathroom brings families together. Invites opportunities of deep connection. Creates a moment of peace.
Clean turns a bath into a sanctuary, a playground, an adventure.
We celebrate this message by showing the moment a bath is wiped down - with dramatic flash-forwards of all the authentic family moments, which unfold later around the bathtub. A clean bathroom is the beginning. What comes next is everything.
Classroom:
A clean desk means a clear mind. Greater focus. Happier students. Fewer sick days.
Clean turns a desk into a stadium, a theater, an escape.
We celebrate this message - and the back to school season - by pairing the moment of a desk being disinfected with fun and playful childhood moments, which happen afterwards at that desk. A healthy classroom is the beginning. What comes next is everything.
read less...Credits:
Lead Agency: FCB West
• Chief Creative Officer: Karin Onsager-Birch
• Associate Creative Director: Colin Mitchell
• Senior Art Director: Juliana Ardilla
• Worldwide Creative Partner: Fred Levron
• Chief Strategy Officer: Simon White
• Planning Director: Ryan Riley
• EVP, Management Director: Cary Pierce
• SVP, Management Director: Sue Redington
• SVP, Management Director: Gwen Hammes
• VP, Account Director: Sara Wallace
• Senior Account Executive: Courtney Whiting
• Account Executive: Raisa Callazo
• VP, Director of Integrated Production: Elizabeth Morse
• Post Producer: El Goco
• Director of Business Affairs: Mary Marhula
Hispanic Market Agency: Alma
• Creative Director: David Alvarez
• Creative Director: Juan Camilo Valdivieso
• Group Business Director: Maria Carolina Reimpell
• Senior Brand Executive: Viviana Bustillo
• Integrated Producer: Rafael Sanchez
Production Company: RESET
• Director: Ian Pons Jewell
• Executive Producer: Deannie O’Neal
• Line Producer: Ahnee Boyd
• Director of Photography: Mauro Chiarello
Post Production: Whitehouse
• Executive Producer: Joni Williamson
• Producer: Jen Mersis
• Editor: Tobias Suhm
• Assist Editors: Max Holste, Nick Diliberto
VFX/Online/Color: The Mill, Chicago
• Producer: Natalie Ksiazek
• Lead Flame Artist: Jamie Beckwith
• Flame Assist: Alison Bloom
• Colorists: Luke Morrison/Mikey Pehanich
Animation: Woodshop
Music: Music Orange
Sound Design: Tim Harrison – Aumeta
Mix: One Union
• Engineer: Joaby Deal
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