SC Johnson
SC Johnson - a big chemical/manufacturing company - had been environmental leaders in their industry for decades, even when people weren't all that interested in those things. They implemented waste reduction, pollution control, and conservation programs long before the law and other companies fell in line.
As environmental responsibility became more important to to the public, SC Johnson wanted to let consumers know that it's been part of their company culture all along.
We created the “Keeping up with the Johnsons” campaign to spread the word about the great environmental work the company was doing and to let consumers know how they could go green, too.
The campaign included online ads, a fun and informative micro site, and surprising in store work.
We created a micro site where people could learn about SC Johnsons history of environmental efforts, get ideas for eco-projects around the home, and challenge their neighbors to join them in conservation.
SC Johnson products were tagged in store with surprising facts about their environmental impact.