There was something the street guerrilla of Mr.Clean reminded me of. I just couldn’t picture in my head where I’ve seen this before. There was something familiar about the campaign. So I’ve been digging in my collection of guerrilla ads and it turns out Procter & Gamble already played this card in Eastern Europe. The weird thing is, back then it was for oral hygiene (Blend-a-med Whitestrips) and it was deliverd by Saatchi. The ad execution was in Poland. I wonder if Grey Worldwide GmbH / Duesseldorf knew. I also wonder what P&G thought about this, receiving almost the exact proposal for two of their brands by different agencies. :)
The purpose: to find a unique way to build awareness of the unique form of Whitestrips and position them as the most efficient dental whitening product.
The Background: the drab, grey and urban environment in Poland after wintertime is a good backdrop to any form of renewal or ‘whitening’.
Solution: whitening the stripes in a pedestrian ‘zebra’ crossing in two stages. First stage: one stripe was painted white and the brand name was added with following tagline: “Sponsored by Blend-a-med Whitestrips”. In the second stage, one week later, the rest of the stripes were painted.
Result: Full integration between the unique form of the product and the medium (the stripes). The action left a lasting benefit for the community – the stripes were left white.
Agency: Saatchi&Saatchi