Cleanipedia, the cleaning advice platform owned by Unilever, has partnered MullenLowe to shine a light on the stains that no one talks about.
The campaign, “Unmentionable stains”, draws attention to the guidance provided by Cleanipedia.
Retail brands Panda, Comfyballs and Pruzan are featured in three specially built out-of-home sites in London Bridge, Shoreditch and New Cross.
During the day, the OOH sites show seemingly ordinary ads for bed sheets, men’s underwear and sportswear.
But when night falls, UV lights illuminate previously unseen stains with a message from Cleanipedia offering “tips for any stain at any time” along with a QR code linking to the cleaning brand’s TikTok videos showing how to remove the respective stains.
Unilever sponsors #CleanTok, helping to curate cleaning content on TikTok. The hashtag has gained more then 3.9 million views to date.
Mario Dughi, digital marketing and design director at Unilever, said:
“We know people are searching for help on these particular stains, and yet we’re afraid to talk about them. At Cleanipedia, we’re a non-judgmental place to go for any cleaning tips.”
MullenLowe creative directors Matt Collier and Wayne Robinson were behind the creative. Mindshare was the media agency.
Eduardo Salles, global creative director at MullenLowe, said:
“Cleanipedia presented us with the perfect creative brief – a challenger brand with a clear positioning and the need to grab some attention! We knew we couldn’t create boring communication for a brand that’s hacking the cleaning tips world.”
As reported in Campaign UK