30 SecondsLet's Clean Things Up Brand StrategyCreative & Campaign IdeaComms StrategyContent & ConnectionsProduction

People give zero f*cks about cleaning products. So to grow, we needed to change that and get people thinking of 30 SECONDS when cleaning their homes. We discovered there’s a universal satisfaction that comes from watching things that are covered in mould, dirt and grime return to their previous glory. And the most common way Aussies express satisfaction at anything is to swear. ‘Let’s Clean Things Up’ puts an unashamedly Aussie spin on dramatising the satisfaction of seeing 30 SECONDS at work. To bring the idea to life, we designed a distinctive visual shortcut for the brand. Gneil and Gnolene: two potty-mouthed spokes-gnomes, who we used to hijack every channel, especially in retail.






Perceived Value