"Cake Attack" Seventh Generation

Seventh Generation wanted a big idea to communicate that their cleaning products were non-toxic and safe around kids. So I came up with the concept of showing kids liberated from the dangers lurking under the kitchen sink. Rather than focus on "cleaning" we focused on freedom that kids would have when then had no fear of poisons or toxins in their homes. So we created an online video, that went viral (1 million + views), a website and landing page, as well as an ongoing social media dialogue.

Project Roles
Copywriter, Creative Director
Seventh Generation
Conceptual, Copywriting, Post-Production
Commercials - Video, Social Media Content, Websites
Project Industries
Packaged Goods