The cleanest clean you can get in this world is the invisible, see-nothing kind of clean. That was the thinking behind this ambient campaign for Windex, which recently held a one-week, outdoor street campaign on Chicago's busy Michigan Avenue. Workers dressed in white cleaning suits etched with the tagline "Glass so clean it's invisible" performed improv cleaning routines in the middle of streets, on sidewalks and outside stores, all in an effort to get consumers thinking of the S.C. Johnson brand. Instead of organizing cleaning demonstrations around panels of streak-free glass, the team left it pretty much up to the imagination, by scrubbing away at, yes, thin air. (Draftfcb in Chicago handles the Windex account.) The whole effort resonates with the clean-freaks here at BrandFreak. Argh ... just saw a spot on the monitor!
—Posted by Elaine Wong