Oxiclean

Project Overview

OxiClean is a household name in the cleaning category, famous for its ability to “make anything white.” Our campaign, titled “Yes, OxiClean makes anything white, but not everything”, set out to reframe this brand truth with a bold cultural lens. Instead of limiting the product story to laundry, we used wit and design to connect OxiClean’s whitening power with a deeper message about diversity and inclusion — turning a simple detergent into a conversation starter.

Together with my teammates — Yula and Sichy — I developed the concept and visual executions across transportation billboards, in-store, print, web, and even digital dating platforms.

The Problem / Gaps Identified

1. Category Predictability – Cleaning products often recycle the same “before-and-after” visuals, with little differentiation in creative storytelling.
2. Lack of Cultural Relevance – OxiClean had strong product recognition, but its campaigns rarely engaged with modern cultural conversations.
3. Flat Audience Engagement – Laundry ads typically fail to capture attention outside of utilitarian messaging.
4. Missed Playfulness – Few household brands use humor or double meaning to make their campaigns memorable.

Goals

• Break out of the predictable laundry advertising formula.

• Reframe OxiClean’s whitening message with a smart, socially conscious twist.

• Create executions that stop people in their tracks — whether on a billboard, in a store aisle, or flipping through a magazine.

• Spark conversation around inclusivity without diluting the product benefit.

Process & Work Steps

1. Research & Insights

• Studied competitive laundry campaigns to uncover patterns of redundancy.

• Identified the tension: OxiClean is known for “whitening,” but that message can feel dated or tone-deaf if not framed carefully.

• Explored opportunities to bridge product performance with cultural storytelling.

2. Concept Development

• Pitched the big idea: “Yes, OxiClean makes anything white, but not everything.”

• Crafted a visual direction mixing bold copy with clean, high-contrast imagery to amplify the double meaning.

• Developed scenarios where product placement and context turned into playful commentary.

3. Creative Execution

• Designed billboard concepts where stains disappear, but diversity remains.

• Built interactive grocery shelf takeovers, inserting OxiClean into conversations about choice and culture.

• Created a Tinder ad execution, leaning into the language of “whitening” vs. real human connection.

• Designed a four-page print spread for lifestyle magazines to expand the narrative.

Solutions Delivered

• Transportation Billboards → Short, sharp copy paired with bold visuals confronting the “whitening” message.

• Grocery Shelf Inserts → Product selection moments turned into cultural statements.

• Tinder Ads → Playful swipes between what OxiClean can and cannot “make white.”

• Print Campaign → A multi-page magazine spread balancing wit, bold typography, and striking visuals.

• Website Concept → A digital hub reinforcing the campaign’s balance of product truth and cultural awareness.

Outcome

The campaign successfully flipped a utilitarian product truth into a provocative cultural story. By pushing OxiClean into the diversity conversation with wit and restraint, we created executions that were not just noticed but talked about.

Instead of being “just another laundry ad,” OxiClean’s message became a cultural wink — bold enough to start dialogue while still reinforcing the brand’s iconic product benefit.

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