How to break the rules and win
Cleanipedia, a cleaning advice platform owned by Unilever, wanted to drive views on TikTok and brand awareness. So they risked breaking the rules of OOH to win big.
Cleanipedia is a cleaning advice platform owned by Unilever. They gather up lots of their content on-site, but get most of their views co-opting #CleanTok. In three OOH executions, seemingly ordinary ads for mattresses, men's underwear, and sportswear are transformed with a blacklight. A message is revealed, showing Cleanipedia's real message - they have cleaning tips for everything. On the one hand, this is bad OOH advertising. For 99% of the time that someone sees this ad (since OOH viewership falls dramatically when it's dark), they won't know what this ad is even about. On the other hand, this ad is clearly made for social, despite being a real-world OOH installation. The point is not to get people to stand and wait for the blacklight to turn on. It's to create 7-second videos (callback to OG Tiktok) that show the transformation. Throw in some sordid blacklight humour, and you might just get a viral ad.
The work
