When something works, you don't notice it. That's the paradox we leaned into: young adults associate powerful cleaning with harsh chemicals, and gentle with weak. So the idea became about proving the opposite. Not by saying more, but by having less to say. Kinda like this paragraph.
Brief: Convince young adults that Ecover cleans just as powerfully as conventional brands, without the harsh chemicals.
CW: Anna Roberson
AD: Clara Speckhart
Mentor: Gregory Talbot
AD: Clara Speckhart
Mentor: Gregory Talbot