Ugly graffiti

CIF strips the offensive.

There’s so much hate in the world. And some just can’t help but broadcast that hate for all to see. But Unilever-owned cleaning brand Cif has had enough, and it’s counting on the people of Romania to feel the same way and play a part in help cleaning the cities and burbs of offensive graffiti. The brand and its agency McCann created an app that allows people to snap pictures of belligerent words and aggressive symbols, which are then sent to Cif as a reporting system. In no time, the brand heads to the location and scrubs away, using it’s own products. Now that’s the kind of green washing we can get on board with.


Advertising Agency: McCann, Bucharest, Romania
Executive Creative Director: Alexandru Dumitrescu
Group Account Director: Gabriela Alexandrescu
Copywriter: Ioana Zamfir
Art Director: Ionut Coanda
Account Manager: Ana Maria Placinta
Account Executive: Ionela Tatu
Senior Strategic Planner: Ileana Serban Parau
A/V Manager: Tiberiu Munteanu
Corporate Communication Manager: Carmen Bistrian
Advertising Agency: MRM Worldwide Romania
General Manager: Nir Refuah
Copywriter: Oana Gheorghe
Senior Art Director: Bogdan Teodorescu
Junior Art Director: Bogdan Dinu
Client Service Director: Lonela Buta
Account Manager: Tina Cretu
Web Developer: Alexandra Visan
Web Developer: Bogdan Deaconescu


, ,