Client: Cif - Agency: Droga5
Clean My Name
The first product designed
to clean dirty names
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Internet: “Cif cleans it all, except dirty names.”
Cif: “say no more.”
In Brazil, we don’t say, “I’m in debt.”We say, “My name is dirty.” An expression that carries a lot of emotional stigma.
That led Brazilians online to ask Cif to clean their dirty names, as a joke. But we took it seriously.
What began as a meme became 380 tons of product, a campaign featuring economists, and a nationwide partnership with Serasa Experian credit platform.
