This work is relevant for this category as we hosted an event that allowed consumers to experience the brand and its benefits in a way they had never done before. We did this by cleaning old bathtubs using Clorox Bleach, turning them into plates, and hosting exhibitions across Dubai’s most famous restaurants, where people could not only see the plates and learn about their journey, but the food that evening was also served on the plates, giving consumers an opportunity to truly experience the power of clean.

Clorox Bleach is widely used in Dubai and has been for years. But consumers didn’t really see it’s cleaning power – using it more as a disinfectant. We were briefed to show off the product benefits as a cleaning product in a new and interesting way.

Clorox’s platform is Clean Is The Beginning. What Comes Next is Everything. Our idea was to show this in the most exaggerated, unique way possible. We did this by taking something completely discarded – a selection of old baths and sinks found in a junkyard – and turned them into a collection of beautiful plates that we served food on to diners at Dubai’s most famous restaurants.

We needed a new way to show the power of our product that our consumers could really interact with – a way to prove the brand benefits. So what better way to do this than to have people eating off of plates made from items found in a junkyard?

We scoured the rubbish dumps and junkyards of Dubai where we found old abandoned ceramic bathware. We then cleaned them with Clorox Bleach, and cut them into unique plate shapes with a water jet cutter. We then commissioned Arab artists to paint the plates in a style that reflected the traditional Arabic pottery of our past. We exhibited the plates at a few of the most famous restaurants in Dubai and also used them to serve the meals for that night, allowing people to experience, rather than just see, our work.

Out of everyone invited to our event, 100% ate off of the plates, and all the people who received the plates as a promotional item indicated that they would do the same, proving the power of Clorox Bleach to turn even the most disgusting items into something you’d happily eat off.