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With the heightened green movement, traditional cleaning products were getting a bad rap. For the launch of Green Works, a 99% plant-based line of cleaners, we reinvented the traditional cleaning demo and invented a new form of media. The Reverse Graffiti Project followed the creation of a 100-foot long mural of plants and trees using eco-friendly materials. By cleaning the dirt off the wall of the Broadway tunnel in San Francisco to create the image, we proved that Green Works is green and it actually works.
The video, shot by award-winning documentarian Doug Pray, appeared on over 230 blogs around the world and skyrocketed to #1 on YouTube in 13 different countries in just two days. Green Works took the #1 position in the category in under six months. The project was recognized with multiple awards including a Cannes Gold Media Lion, Outdoor Lion, Design Lion, One Show pencils and by film festivals around the world.