Clean is changing

A new global concept and a digital campaign that changes the conversation about cleaning.

Client

Nilfisk

Areas

Services

Brand Positioning & Platform, Identity & Design, Concept & Creative Development, Marketing & Campaigns, Film Production, Content & Social Media, Public Relations & Agenda Setting, Analysis & Insight, Corporate Communication, Influencers & Ambassadors

In a global COVID-19 pandemic with an enhanced focus on hygiene, cleaning suddenly moved from backstage to frontstage. We helped Nilfisk create a global digital campaign and start a new conversation around the concept of Clean is Changing.

Challenge

The Corona pandemic is changing the lives of people and businesses. This circumstance, and future pandemics, will impact the nature and value of cleaning from a functional perspective: what cleaning does, and a psychological perspective: what cleaning means.

Cleaning is moving from backstage to frontstage. As a cleaning equipment company, it is essential that Nilfisk can respond to this new reality and ‘own’ part of the new global agenda around cleaning.

Additionally, as the world needs to clean more, businesses must apply innovative, tech-enhanced solutions to make cleaning more efficient, cost-effective, and sustainable.

Insight

No one has been prepared for the new demands for cleaning and hygiene worldwide, and decision-makers need tools to navigate this new reality.

This shift is not only about safety but also a way for businesses to communicate professionalism and quality post-Covid-19. As a cleaning equipment company, it is essential that Nilfisk can respond to this new reality and ‘own’ part of the new global agenda around cleaning. As the world needs to clean more, we must apply innovative, tech-enhanced solutions to make cleaning more efficient and cost-effective and sustainable.

Solution

Together with Nilfisk, we started a new conversation around the concept of; Clean is Changing with four underlying dimensions of the new clean. To create awareness about the new clean, we created content leading to a landing page explaining the different dimensions of clean.