A clean-glass campaign with a very vocal opposition.
Windex · Film, Social & Digital
Windex
Don’t Stand for Dirty
Film, social & interactive web
The birds had a problem with clean glass—and plenty of bad ideas for fighting it. We gave them their own products, marketing, and online presence, then let Windex answer back.
The result was a campaign built around an ongoing argument: the birds promoted dirty glass, while Windex defended the clear view.
In the TV spots, the birds advertised products including Schmindex, a smudge stick, and good old-fashioned mud. Social rebuttal films gave a Windex representative the chance to respond.
The birds’ anti-Windex site was full of deliberately bad marketing ideas: downloadable ringtones, smudged desktop wallpapers, and a virtual smudge stick for making a mess online.
A separate bird account kept engaging with the official Windex page and commenting on its posts. That back-and-forth became part of the entertainment: engagement on the social channels nearly doubled.
