Build awareness of germs on hands, usage occasions and places to use Purell. Targeting Women 25-49 with kids under 12 years who are likely to attract germs from hundreds of different surfaces like in the kitchen, changing nappies, playing with the dog, travelling on public transport, inside public change rooms, and at shopping centers and on trolleys. More importantly, the Client was looking for a campaign that would stand out from the clutter.

We wanted to created pos posters that were bold, but that also surprised the viewer if they dug a little deeper. The idea was to make each poster look like it was created by a different artist and for each execution to have depth. The inspiration for the 'Decay' poster was old photographs plus images from flickr, Plaque came from old 1950's comic books, and Squalid was drawn by hand. The aim was to engage the viewer and draw them to look closer.

The campaign proved to lift brand health measures by helping to raise the awareness for the Purell Brand. The retail environment is a difficult environment to have POS collateral up in store for a period of time, however due to the stunning nature of the pos, retailers actually kept the pos up well over their duration, in some instances 6 months longer. Retailers saw this campaign as a work of art rather than cheap and nasty POS.