Assoc. Creative Dir.
Exec. Creative Dir.
Client Comm. Dir.
THE CLOROX CO.
Sr. Group Mgr.
DDB SAN FRANCISCO
Chief Strategic Officer-Mngng. Part.
Group Acct. Dir.
Group Creative Dir.
Consumers have always thought of Armstrong as a trusted
flooring company but were unaware of all the product forms
Armstrong offers. Moreover, laminate floors were typically
considered to be an inferior imitation of hardwood. Through this
campaign, consumers were taught that not only does Armstrong
sell laminate flooring, it sells laminate floors that are so beautiful
that they can actually pass for hardwood.
JUST WHAT THE WORLD NEEDS: ANOTHER GREEN CLEANER
Consumers actively seeking more natural options for their homes
were becoming a fast-growing segment. Niche brands like
Seventh Generation, Method and Mrs. Meyers had long been
offering options but left much to be desired. The consumer wanted
something decidedly different – an authentically green product
that actually worked. Through multiple channels and a broad array
of very real brand experiences, Green Works became the No. 1
natural green cleaner in just six months.