Winners

Congratulations to all our winners.

ARF Grand Ogilvy Award Winner

“Cleaner of your Dreams” by Mr. Clean

To reverse years of consecutive sales decline on the aging Mr. Clean brand, we uncovered a surprising connection between sex and cleaning that returned the brand into the minds, hearts and homes of today’s modern cleaners. Key to our success was researching both what worked and did not work in the brand’s past, and intersecting it with a refreshed understanding of the roles and responsibilities of today’s modern American household. Our research uncovered the insight, “there’s nothing sexier than a man who cleans”, inspiring the idea “Mr. Clean is the cleaner of your dreams”. In execution, the campaign struck the right balance between using the Mr. Clean icon as entertainment, and establishing the brand’s superior cleaning credentials. The campaign drove sales across 82% of Mr. Clean’s overall portfolio.

Why did this campaign win?

- The creative team translated the insights into a breakthrough creative
- Campaign research followed best practice methodology
- The research identified the need to connect the past and make it more modern. Insight: Nothing’s sexier than a man who cleans