FOR
Swiffer
PROBLEM
Research consistently shows that household intentions do not translate into household actions, particularly among one specific demographic.
ASSIGNMENT
Create a sonic solution that captures the emotional reality of almost helping, validates the intention, and gently suggests when helping does happen, the Swiffer is right there.
STRATEGIC INSIGHT
Nobody doesn't want to help.
They just haven't yet.
THE WIN
Unprompted helping from men is up 0.04%, beating our goal by over 500%
