In order to reach ecologically-minded thought leaders and demonstrate to current consumers that green cleaners could be just as effective as traditional ones, we would need to reinvent the typical cleaning demo. For the launch of Green Works, we enticed Paul “Moose” Curtis, pioneer of an art form called “clean tagging” to help realize our vision. Green Works are 99% plant-based, so our idea was to reverse out a mural of plants and trees on a high-traffic, incredibly dirty, 140-foot long location - the entrance to San Francisco's Broadway Tunnel.We enlisted the help of Doug Pray, an award-winning documentarian, to shoot the event and create a short film. The film premiered on YouTube and in less than one week, became the #1 Featured Video and received over 500,000 views. It was featured on over 230 blogs worldwide. The film was selected to be screened at the LA Shorts Festival, SF IndieFest, Big Sky Documentary Film Festival, was featured on Discovery Channel’s “Planet Green”, Al Gore’s Current TV.net, in Japan’s Nikkei Journal and on ShortBrain TV. It was also selected to appear at the Center of Contemporary Culture of Barcelona’s NOW event reflecting on cultural transformations taking place.