This was part of one of the latest exercises at NABA and the presentation was done in a very quick way. My statement suggested Vileda was simply an easy and well-known brand. So the concept was designed to be easy, direct and highly memorable.
I didn´t even know the brand did exist once I heard the brief. I mean, it sounds familiar, but I´m not personally the main nuclear target. Anyway, I tried to focus on understanding the brand and then come up with something.
At first, I thought the solution was around the brand identity itself, but the brief says the we should prepare an institutional ADV campaign, capable of expressing the general value of the brand without necessarily talking about any specific product.
Find more at www.creativeflaneur.com/2016/02/clean_as_transparent