BC&F Dentsu cleans up

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In a category rife with confusion, Living Green – via BC&F Dentsu – has launched a range of natural home cleaning products with a mission to clean up the category.

CEO Grant Leach said: “Over the past few years, the cleaning category has exploded with products claiming to be natural and eco-friendly. Dig just a little under the surface of some of these products, and you’ll see that a lot their claims are untrue.

“Living Green has attained arguably the hardest independent certification to obtain for natural products, called the US Natural Products Association certification. Living Green is the only NZ range to achieve this.

“The campaign launched last week across TV, Digital and Print.”

“The category is under increasing competition so BC&F Dentsu had to develop a campaign that would cut through and clearly communicate our message of being NZ’s most natural home cleaning range”

BC&F Dentsu planning director Ryan Jordan said: “ When we researched into why people choose natural cleaning products, we found that people don’t necessarily dig too deep into what makes a brand more natural than another.

“The biggest thing they care about is safety. We wanted to demonstrate in a distinctive way, that Living Greens products weren’t only the most natural, but also the safest to use”

The campaign, shot by Fish and directed by Paolo Rotondo,  looks through the eyes of a Kiwi kid who has foresight and an intellect beyond his years and we learn what brand he would choose if he had the choice.

The campaign launched last week across TV, Digital and Print.

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