Carex HANDWASH

We made Carex the UK's top antibacterial hand wash by shifting the focus from killing germs to sparking a public conversation about hand-washing—a strategy so successful that "Are you a Washer or a Walker" entered the public lexicon and became a popular catchphrase. The animated characters were a client-mandated element carried over from a previous campaign and are not part of the core creative idea.

Role: Senior Art Director