Fabuloso is a household cleaner with a nostalgic fun factor. It’s also incredibly polarizing for its super strong scent and ultraviolet appearance.
We decided to play up Fabuloso’s utter lack of subtlety. After all, a room isn’t clean until it smells like clean.
When you put in the effort, Fabuloso rewards you with a clean that demands to be seen, smelled, and praised out loud.
PRINT: Too loud for fine print.
OOH: Put the best on blast.
If there’s one thing Fabuloso can’t stand, it’s modesty.
So we set up voice-activated ads all over the city and challenged people to shout for free Fabuloso.
FABULOSO x NYC METRO: A collaboration worth shouting about.
RADIO: Big, colorful personalities. Amplified.
EXPERIENTIAL: Transforming sidewalks into stages.
We encouraged people to show off their moves by building giant dance mats in parks, malls, and other public venues.
Step on a tile and watch it change color, sound a note, and eject a plume of Fabuloso-scented water vapor. Dance faster for a bonanza of fragrant fun.
Copy: Maxwell Berry, Abigail Sharon, Natalie Snyder, and me!
AD: Megan Baldado
VO: Bradley Castillo (NYC Metro)
Audio Editor: Me!