Clovin S.A.

My First Poison

Agencies: FCB The Milkman


Chemical pollution is not only about oceans and air; it's also about our children's bodies. Scientists claim we've breached Earth's threshold for chemical pollution, yet we're not as socially conscious of chemicals and chemical safety as we are of climate. Clovin, one of the biggest European producers of eco non-toxic household chemicals, has launched a campaign to erase endocrine-disrupting chemicals from everyday products.

Endocrine disruptors (ED) are chemicals that can act like hormones and can be especially dangerous during pregnancy and the first years of life. EDs are considered a global threat by both the United Nations and WHO, yet still have not been fully regulated in Europe or the USA. These disruptions can cause cancerous tumours, congenital disabilities, and other developmental disorders and are linked to reproductive and fertility issues.

The European Union promised to protect babies from endocrine-disrupting chemicals, but it's not enough to ban them in baby bottles. As suspected endocrine disruptors can be still legally used in detergents and cosmetics, they get into the water we drink, the air we breathe, and into mother's milk.
To make this invisible problem tangible, Clovin and creative agency FCB&theMilkman has created a perfume made solely of suspected endocrine disruptors polluting human milk, legally used in cosmetics and fragrances.

This professional campaign titled 'My First Poison' was published in Poland in June, 2022. It was created for the brand: Clovin S.A., by ad agencies: FCB and The Milkman. This Integrated medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 2 years ago.


Client: Clovin S.A.
Agency: FCB&theMilkman
Creative Director: Agnieszka Klimczak/ Gosia Drozdowska
Production Company: Joho


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