Creativity

App Helps Unilever's Cif Clean Up Racist Graffiti In Romania

Ab Easy Way for Users to Report Graffiti

Published on Jun 02, 2014

Editor's Pick

Unilever-owned cleaning brand Cif is helping to clean racist or offensive graffiti of Romania's streets thanks to an app it has launched for consumers. The mobile app basically presents people with an easy way to report the graffiti -- they simply photograph the offensive message and it's reported, along with their location, to a cleaning team in a Cif-branded van, who will then turn up and remove it. Elements of the campaign, by MRM/McCann Romania, can be seen on the website, which has a gallery and map of sites cleaned, including a before/after photos and some of the cleaning videos.

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About

Credits

Date
Jun 02, 2014
Agency:
MRM/McCann Romania
Chief Creative Officer:
Nir Refuah
Client:
Cif
Client:
Unilever
Copywriter:
Ioana Zamfir
Art Director:
Bogdan Teodorescu
Art Director:
Ana Maria Cruizeliu

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