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Clorox Dropper Frog

Clorox Dropper Frog | Clorox | DDB
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basics
Industry: House, Garden & Pets
Media:Direct Market
Market:Puerto Rico
Style: Minimalism
descriptioncnen
Synopsis
On September 20th of 2017, Hurricane Maria turned Puerto Rico into the worst humanitarian crisis in the history of the United States. It left a million people without running water, forcing them to wash in contaminated sources and drink from polluted, even hazardous-waste sites. With the population at risk of disease outbreaks, no access to bottled water or energy for boiling, the use of bleach became a viable solution to make drinking water safe, as recommended by The World Health Organization.
Strategy
At Clorox we decided with these droppers give Puerto Ricans a simple way to measure just the right amount of product/bleach needed to purify untreated water.
Relevancy
Clorox decided to come to life in the affected communities by providing a simple solution to measure amount of bleach needed to safely purify water (2 drops per liter/8 drops per gallon as recommended WHO). We designed Droppers inspired by the national icon, the Coqui Frog. This tiny creature endemic of the island provided powerful significance as a symbol of survival. We gave droppers at distribution drives in those communities most affected, often times distant locations without electric power, internet or cellular signal. It allowed us to educate on the power of our brand to curb disease and save lives.
Outcome
10.000 Clorox dropper frog delivered 8 benefited cities Almost 50.000 reached people A person needs almost 3 liters of water per day and an average Puerto Rican family consists of at least 4 sometimes 5. That gives us 4 million liters of clean water monthly, as a result of multiply for the amount of the dropper delivered with the total of reached people. Water that now is ready for bathing, washing, cooking and drinking.
Execution
We produced 10.000 Clorox dropper frog. We identified 8 of the most affected communities across the island (Humacao, Toa Baja, Toa Baja, Guavate Morovis, Orocovis, Cayey and Yabucoa.) and delivered them a Clorox bundle: Clorox Bleach product bottle and our special dropper.
CampaignDescription
We created a special droppers. The Clorox Dropper frogs, inspired by Puerto Rico’s national icon: The tiny and beloved Coquí frog, a big part of the Island’s culture, that now became a giant symbol for the national spirit of reconstruction.
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Sectors > Corporate Social Responsibility (CSR) / Corporate Image
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