Stronger Than Dirt

Agency: BBDO


On April 4, the Stockholm travelers were able to get a good laugh on their way to work. AJAX, the category leading cleaning product, had during the night before proved the power of their product on the walls of the busy subway station Saint Eriksplan in Stockholm.
Around the Stockholm subway stations, Clear Channel are in the middle of replacing old billboards. They have been up since the 60s - and behind them decades of dirt have accumulated.
A canvas of 60 years of public transport-dirt. Hard to ignore, and not usable by anyone (but AJAX!). An awesome opportunity to advertise what AJAX does best, remove dirt!
Cleaning products have always been sold with the promise of clean surfaces and sparkling homes. Consumers are used to see various kinds of dirt and stains wiped away without any hassle. Here, AJAX uses the same rhetoric, but in a new context - not talking about it in an ad, but by proving it.

This professional campaign titled 'Stronger Than Dirt' was published in Sweden in April, 2017. It was created for the brand: Ajax, by ad agency: BBDO. This Ambient medium campaign is related to the House, Garden industry and contains 3 media assets. It was submitted over 6 years ago.


Advertising Agency: ANR BBDO, Sweden
Account Director: Mangus Norman


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