S.I. Newhouse School of Public Communications (United States)
newhouse.syr.edu

Project Title: Germs
Client or Class Name: Creative Advertising Class - https://newhouse.syr.edu

The print campaign was an assignment for a creative advertising class at Syracuse University. The product is Clorox Wipes. The campaign set out to make Clorox Wipes a necessity for home cleaning. The intended target audience was mothers of small children.  The insight for the campaign is that parents all know how hard it is to keep their home germ-free since small children seem to collect germs wherever they go. The target audience and product benefit came together to form the campaign insight. The product benefit is that Clorox Wipes kill 99.9% of bacteria that cause common illnesses. The execution for the campaign was meant to be attention-grabbing. The germs were sized to be around the same size as the children to emphasize that children seem to find germs wherever they go.