Lifebuoy 'Secret Wash'
Lifebuoy is one of the biggest soap brands in the world, sold by Unilever everywhere except Western Europe and the USA. To combat the problem of people not applying soap to their hands for long enough before rinsing, they launched a new Colour Changing variant that signaled to users when they'd been rubbing their hands for long enough. Their aim was to get into family homes by using the pester power of children.
Our idea was “Secret Wash”, a series of hand washing routines based on playground clapping games and intricate handshake maneuvers. Our goal was to turn a boring chore into something a little bit more fun.
We created longer, more instructional cuts that were hosted online and then cut them down into 30 second TVCs. Launched in India, the campaign has thus far been adapted for Singapore, Indonesia, Brazil, North Africa, and the Middle East.