Green Works

With the heightened green movement, traditional cleaning products were getting a bad rap. We set out to prove that Green Works, Clorox’s new eco-friendly cleaning product, was green and that it actually works.

It’s green and it works

To launch this new 99% plant-based line of cleaners, we needed to do something that would get people talking – and talking about it in a positive light. So we created a larger-than-life, eco-friendly stunt in San Francisco, a city that cares deeply about the environment.

Reinventing the cleaning demo

We created a 100-foot-long mural by cleaning dirt off the wall of the Broadway tunnel to prove the product actually works. To reinforce the fact that the Green Works is plant-based, the mural was entirely made up of plants and trees indigenous to Northern California. The Reverse Graffiti Project reinvented the traditional cleaning demo and at the same time, invented a new form of media.

Creating a category leader in under six months

We enlisted the help of award-winning documentarian Doug Pray to tell the story of the project. The video skyrocketed to #1 on YouTube in 13 different countries in just two days. Green Works took the #1 position in the category in under six months. The project was recognized with multiple awards including a Cannes Gold Media Lion and by film festivals around the world.