Brief Explanation

The dishwashing liquid category had lost its sparkle. To maintain Morning Fresh’s number one position, inject life into a dull category and sell some product, we created an almost totally digital campaign. We designed a range of dishes that, when submerged in hot water, transformed from dirty to super-clean in seconds, albeit in a tongue-in-cheek way. On the website, we created the world’s most morally corrupt cop, Officer Shaft, who helped visitors send deeply personal messages to loved ones - upload a photograph and a few personal details, and few clicks later the personalized, playable EDM was on its way.