Cascade

Who's turn is it to load? What goes where? Forks up or down? Dishwashing can trigger issues.
From this relatable truth, a campaign was born. Not only did this 360 campaign culturally influence people
to make the switch from powder detergents to pods, it was a major influence in P&G’s decision to consolidate
its global dish-care business with Publicis Groupe where I was creative director on the business.

Social media

Can you communicate the complicated emotional relationship consumers have with their dishwashers while showcasing how Cascade cleans the toughest stuck on messes. And can you do that in 6 seconds?