Task:

This campaign subtly emphasizes OxiClean’s powerful whitening abilities while challenging the notion of “whiteness” in society. The core message—“Yes, OxiClean makes anything white, but not everything”—highlights both the product’s effectiveness and the diversity of the world around us.

Deliverables:

• Eye-catching transportation billboards showcasing the campaign’s clever double entendre.

• A campaign-specific website that reinforces the message and engages users with interactive content.

• Selected in-store products, including OxiClean itself, displayed creatively at major grocery outlets.

• A Tinder campaign subtly incorporating the message to reach a broader, more diverse audience.

• A striking 4-page magazine ad designed to provoke thought and conversation.

Team:

Collaborated with Yula and Sichy to develop this campaign from concept to execution, bringing a fresh, socially conscious perspective to OxiClean’s branding.