The power of Clorox touted in new campaign by Horizon FCB Dubai

Everyone has had a problem finding a toilet at one point when on a long-distance road trip. The hygienic conditions of the existing public toilets are usually so problematic that often one better skips the hassle of entering such facilities.

Based on this insight and to prove that with the disinfecting power of Clorox you really can go anywhere, Horizon FCB Dubai tackled the most stressful of sanitary situations: the roadside toilet.

The campaign was developed to promote Clorox On-the-go wipes and tout its benefits specially when there is a need to use roadside toilets.

Horizon FCB’s team found that the closest public toilet available was at 52km, located in a very popular hiking destination in Ras Al Khaimah. This is where it decided to build a billboard offering free samples of Clorox on-the-go wipes with a message reading “For when you really have to go”.

The brand offering was definitely appreciated by hikers and other passer-by, as it allowed them to relieve themselves in a cleaner set-up, with such a disinfecting alternative.

With the billboard and a print ad with scannable QR codes that show the real toilet location, Horizon FCB’s main objective was to strengthen Clorox’s brand message of #TrustClorox.

And it managed to land the message through a relatable situation by going to the heart of a problem and make its point through. What it actually did, is make a difference with a do-good campaign, that is also proving that “when you really have to go, you can trust the power of Clorox.

CREDITS

Agency:

Mazen Jawad: CEO of Horizon Holdings

Reham Mufleh: General Manager Horizon FCB

Executive Creative Director: Rodrigo Leal Rodrigues

Associate Creative Director: Fady Youssef Rofaeel

Senior Copywriter: Lucy Elder

Creative Director: Rodrigo Leal Rodrigues

Muhammad Abid: Senior Graphic Designer

Associate Creative Director: Elsa de Bruyn

Associate Creative Director: Rodrigo Scapolan

Senior Account Executive: Sabine Saade

Hicham Soubra: Head of Creative Services & Production

Reem Ashraf: Production Manager

Alman Magpusao: Video Editor & Motion Designer

Anthony Heneine: Senior Video Editor

Client:

George Rechdan: Marketing Director Gulf & AMEA Clorox Studio Leader

Ana Udrica: Associate Director Brand Engagement

Jaz Khan: General Manager Saudi Arabia

Claude Azrak: General Manager Gulf

Marcela Carrillo: Marketing Director AMEA

Mahdi Al Husseini: Marketing Director KSA

Faisal Halawani: Marketing Manager KSA

Sohaila AlJabri: Brand Engagement Manager

Aya Abudawood: Brand Engagement assistant