Cleaning products were getting a bad ecological rap, and as the inventor and manufacturer of bleach, Clorox was taking the brunt of it. In spite of that, Clorox planned to enter these treacherous waters with one of their most important product launches: an eco-friendly, 99% plant-based cleaner called Green Works. We needed to demonstrate in a big, memorable way to as many people as possible that contrary to popular perception, an environmentally-friendly cleaning product could be as powerful as a traditional cleaning product.

We commissioned an artist that specialized in an environmentally friendly form of graffiti called "clean tagging". Known as the reverse graffiti pioneer, Paul “Moose” Curtis cleaned away dirt to create art. We found Moose the perfect canvas -- a 140-foot long wall at the entrance to San Francisco's Broadway Tunnel. Moose and the team worked throughout the night cutting dozens of stencils from reclaimed wood of plant life indigenous to Northern California. With the help of Green Works, years worth of dirt and pollution were washed away to create a beautiful installation that was directly linked to the product.

Images of the mural were posted on over 230 blogs around the world including inhabitat and tree hugger. A film about the event became YouTube’s #1 Featured Video and received over 500,000 views in one week. With $55,000 and one wall we received media value of $2.1 million resulting in 7.5 million media impressions. We turned negative conversations into influential ones driving negative tone down to a mere 5% in blog postings. Within 6 months, Green Works was #1 in the natural cleaning category. Over one year later, the mural is still visible and 20,000+ people view it daily.