We BUILT a March Madness Cleaning Challenge for families
To inspire the whole family to clean together, we created a downloadable, interactive cleaning challenge that encouraged families to team up and clean up. Driven by a variety of cleaning “recipes” that featured Arm & Hammer Baking Soda and other household items, we sent families to spruce up their kitchens, outdoors, living rooms and bathrooms in a spring cleaning competition that lived on Armandhammer.com and offered a $10,000 giveaway to families that took part in downloading the PDF cleaning guides that released each week.
ROLE: CREATIVE DIRECTOR & Copywriter
As creative director and copywriter, I researched and wrote the cleaning “recipes,” directions and all other accompanying copy for the downloadable PDFs and website. I also provided visual direction for initial illustrations and partnered with our art director Chris Perry and designers, Sarah Miller, Michelle Barrueto and Meel Tamphanon to iterate and revise the spot illustrations and layouts throughout the process
TEAM:
Chris Perry, Sarah Miller, Michelle Barrueto, Lisa Parisi,
Zoe Gatti, Annette Reichel, Marnie Baddock, Meel Tamphanon
