We were set to launch a new Windex campaign, but the only limitation was incorporating their longstanding brand asset, the famous Windex birds. These characters have always been part of the brand communication but they’ve never had a clear role, until today. For obvious reasons, birds hate clean glass, so we decided to have them start a war against the brand. By doing so we used reverse psychology for people to “Don’t Stand for Dirty”.

This new concept, along with a set of different TV spots and a social play between brand and birds won 2 WEBBYS (People’s Voice Awards and Best Use of Animation/Motion Graphics), 14 Addys and was an Effie Finalist.