To protect their standing as UK’s no 1 hand wash, Carex wanted a campaign that communicated their brand message to young families: dirt shouldn't get in the way of getting stuck into life.
A tactical media buy meant our idea had to include a partnership with the ITVBe’s Mummy Diaries and ex-TOWIE mums Sam and Billie Faiers.
Our answer was to create a Carex version of the popular handclap rhyme ‘Tic Tac Toe’ that each mum and child would perform across various scenes, carefree about dirt and mess.
The campaign involved two ads shot with super-lovely director (and mum) Karen Cunningham, a social campaign and product placement throughout the show.
So far there's been a hugely positive response online, and a fair few comments from mums about learning the rhyme.