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The Harpic Toilet Confessions

Award: Wood Pencil

Wood Pencil / Direct / Direct Integrated Campaigns / 2012

To boost sales of Harpic White & Shine, our client gave us the unenviable task of persuading consumers to clean the toilet every day, instead of every week. In research, women told us a simple truth: men make the mess and women clean it up. From this we created Harpic Toilet Confessions, where the men of Australia finally came clean about their toilet crimes. We launched the idea with traditional media and then encouraged men to visit our direct response website and create personalised apologies that were posted on social media and sent via email.

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