Creative Credits:
Conor Brady, Chief Creative Officer
Jared Folkmann, Group Strategy Director
Christiaan Welzel, Creative Director
Stefan Smith, Senior Copywriter
Scott King, Strategy Director
Kathryn Whiteside, Senior Designer
Nik Mihaylov, Senior Designer
Gavin Morrissey, Senior Studio Designer
Lauria Ma, Project Manager
Amanda Fung, Project Manager
Carla Velazquez, Production Coordinator
Jolene Dobson, Senior Account Director
Pine-Sol. We’re Pine-Sol.
We spend 100 billion hours on YouTube every year. It’s not a surprise. There’s something in one of YouTube’s 26 categories for everyone. So when Pine-Sol needed a way to show people it was capable of more than cleaning just floors we saw that interaction - the first search - as the perfect way to show off the versatility of their cleaner.
So when someone on YouTube searched for ‘funny cat video’ we made a matching pre-roll that shows while we might not know a thing about what goes through Mr. Boddington’s mind, we definitely know how to clean up after him. Because the videos were made with simple, short stock video we were able to produce at least one video for every YouTube category - more than one for really popular ones like ‘makeup tutorials.’ In the end it allowed us to get in front of people and prove the Pine-Sol was for more than just the floor.