Wisk: Dirt

Lowe/New York's celebration of dirt for Unilever's Wisk detergent has jumped from the streets to the internet with a new series of online ads created by Draft Digital. Like the print ads, the banners and interstitials present a big ja

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Lowe/New York's celebration of dirt for Unilever's Wisk detergent has jumped from the streets to the internet with a new series of online ads created by Draft Digital. Like the print ads, the banners and interstitials present a big jar of dirt while lauding the virtues of getting dirty, a setup for the tagline: "Go Ahead. Get Dirty." As Lowe executive creative director Dean Hacohen explains, the idea of "promoting dirt as a commodity dirt has added a layer of fun to the rational strategy" and -- for a campaign that started out as an outdoor effort and doesn't use television -- it has created a pretty big buzz. "It's the first big package goods campaign like it, and it's getting more feedback than any Wisk campaign has gotten in years and years."


The online campaign adds interactive elements to the facts about dirt presented in the print campaign -- e.g. "On average, Americans spend over 90% of their lives indoors." -- and drives users to Wisk's website, AmericaNeedsDirt.com.

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About

Credits
Date
Aug 03, 2004
Client:
Wisk
Director of Interactive Marketing:
Maria Mandel
Associate Design Director (Interactive):
Jennifer Koziol
Executive Creative Director:
Dean Hacohen
Creative Director:
Bob Hinden
Creative Director:
David Kaminsky
Copywriter:
Anselmo Ramos
Art Director:
Melissa Nguyen
Interactive Designer:
Antonio Carusone
Interactive Copywriter:
Heather Mansfield
Interactive Agency:
Draft Digital
Agency:
Lowe New York
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