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Purell
"Free Germs"
Problem: Increase consumer use of Purell.
Insight: Most people don't even think about all the dirty objects that they encounter on a daily basis.
Solution: Subtly remind consumers of all the everyday objects that carry germs.
The Work:
Magazine print ads display common germ-ridden objects with which people interact everyday. Signs dangle from the objects to remind consumers why it is important to use Purell.
An environmantal print campaign points out actual germ-ridden objects in the real world, rather than pictoral depictions. This brings consumers into the ad, and makes the need for Purell more real.
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