Clorox Graffiti "Green Wash"
"Clorox has taken an innovative experiential approach to promoting Green Works, a new line on plant-based household cleaning products. They hired Reverse Graffiti Artist Paul Curtis (aka Moose) to "paint' the inside of the Broadway Tunnel, which runs through Russian Hill into San Francisco's North Beach neighborhood.
By removing the soot and grime from public spaces to create the outlines of nature, Moose makes a poignant statement about pollution in urban spaces and our reversal of the natural world.
The video is a tiny bit heavy-handed in the product placement, but it still seems like a major departure for Clorox, which is not featured in connection with the project at all.
It must have been a tough internal battle about whether or not to put the Clorox logo on the packaging (it's there in small format). Because while Clorox=clean, bleach does not connote environmentally friendly (Burt's Bees, for example, doesn't carry the Clorox name). Maybe the Clorox brand is there to counter the common skepticism that a green product "actually cleans". Thanks to Laughing Squid.
Misha Cornes"
via Three Minds
