Earlier this year, we set out to launch a new brand called Green Works -- a line of 99% plant based natural cleaning products. The launch plan consisted of national TV, print and a dedicated website, but in our minds, this new brand deserved more -- something that would generate buzz and create influence. Something that would cause people to sit up, take notice, and look at cleaning products in a whole new light.

Our plan was to create something we knew our client would love – a larger than life product demo. We would find a dirty building or wall and clean it with Green Works. But we would clean it in a manner that would garner attention. Since Green Works are plant-based, we would use it to reverse out a mural of plants and trees. Although the client was excited about the idea, there was one big problem – no budget. The National launch plan was in place and the money was already committed. But that didn’t stop the team. Through savings on the mainline television production and a little creative problem solving, we found a way to make it happen.

We enticed Paul “Moose” Curtis, the pioneer of an art form called “clean tagging” to help realize our vision. We identified a high-traffic, disgustingly dirty spot in San Francisco - The Broadway Tunnel – to become the canvas for Moose’s art and ultimately, a live 140-foot Green Works billboard. The Reverse Graffiti Project was born.

In an effort to allow as many people as possible to witness the event, we enlisted the help of Doug Pray, an award-winning documentarian, to shoot the entire process and create a short film. Local news stations caught wind of the event and sent crews to cover it resulting in free PR.

Our Design Group created a website to house stills of “the making of” the project and the documentary. The Reverse Graffiti Project film debuted on YouTube and in just 2 days, became the #1 Featured Video. In only 10 days it had received over 400,000 views. It was also seeded in popular social and environmental blogs. More and more blogs picked up on the project and it was posted in over 13 countries around the world.

A few months ago, the film was selected to premier at the LA Shorts Fest and the Center of Contemporary Culture of Barcelona’s NOW event. It was also featured on Discovery Channel’s Planet Green and is scheduled to appear on Al Gore’s Current TV.

The Reverse Graffiti Project has truly been a labor of love. It has inspired people around the world to look at cleaning products differently. It has inspired people within our own four walls to think differently about how they approach every project they work on and to believe that with a little persistent, a great idea can be realized.

To view the website, documentary and additional content please go to: reversegraffitiproject.com
The film can also be viewed at: www.youtube.com

Lisa Bennett, Chief Creative Officer & Managing Partner, DDB San Francisco

Posted on October 22, 2008 4:13 PM | Permalink