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Publicis in-house
we all know that Dawn cleans the dishes.
But for over 30 years, it's also what rescue workers have trusted to clean wildlife affected by oil spills and pollution.
We brought this little-known fact to life digitally through a 9-part online documentary series, virtual-volunteer videos, an interactive microsite, and across all our branded social channels — complete with TV support and celebrity tie-ins. The Wildlife campaign turned Dawn from something consumers could buy, into something consumers could buy into. Today, the campaign only continues to grow and is one of the prides of P&G.
