Carex HANDWASH

Carex is the biggest antibac hand wash brand in the UK. This work looks a little dated now, but what I still like about it is the strategic insight. Rather than tell people how many germs it killed like every other antibac soap, we decided to start a debate around the social stigma of not hand-washing. It really worked, and the line ‘Are you a Washer or a Walker’ made it into the public consciousness - so much so that national Radio 1 DJ’s were having a laugh with it on air every time one of their breakfast show posse would return from a washroom break. (Note: the little animated characters weren’t my idea - they were a hand-me-down from a previous campaign that the client made us work into our executions - I would have gladly killed them off).