Cannes Lions

Medium Plastic Bag

OGILVY, Chicago / S.C JOHNSON / 2019

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Overview

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Credits

Overview

Background

It’s estimated that by 2050 there will be more plastic than fish in the ocean.

That’s why in April of 2019, SC Johnson launched the first-ever bottle made with 100% recycled ocean plastic, a first for a major home cleaning brand: Windex Vinegar Ocean Plastic.

The plastic that the new Windex bottles are made from is collected within 30 miles of an ocean or waterways leading to the sea in countries that lack effective, formal, community-based waste collection.

Our objective was to find a way to get this new product, and our message, into people’s hands.

Idea

To get our new bottle into people’s hands, we partnered with Bloomingdale’s, the most iconic retailer in the world, and launched our Windex with Vinegar Ocean Plastic bottle in Bloomingdale’s stores across the country.

We then transformed Bloomingdale’s iconic “Brown Bag” into a “Medium Recycled Bag”, a bag made from 100% recycled materials. This bag was given out with the sale of each Windex with Vinegar Ocean Plastic bottle, transforming an iconic symbol of consumerism into a symbol for helping out our planet.

Execution

We launched Windex with Vinegar Ocean Plastic bottle in four Bloomingdale’s stores in New York and California and transformed their iconic “Brown Bag” into a “Medium Recycled Bag”, a bag made from 100% recycled plastic. This bag was given out with the sale of each Windex with Vinegar Ocean Plastic bottle, transforming an iconic symbol of consumerism into a symbol for helping out our planet.

Outcome

Within the first month, our campaign garnered over 617MM media impressions.

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