Creative Director
Carex ThumbNail.jpg

Carex, Tic Tac Toe

TV, Social, POS

Carex, Tic Tac Toe

TV, SOCIAL, POS

To protect its position as UK’s number 1 hand wash, Carex wanted a campaign that communicated its brand message to young families, that ‘dirt and grime shouldn't get in the way of family life’.

We created a Carex version of the popular children’s handclap rhyme ‘Tic Tac Toe’ that each mum and child would perform across various scenes, carefree about the dirt and mess of everyday life.

A tactical media buy led to our idea including a partnership with ITVBe’s Mummy Diaries and ex-TOWIE mums Sam and Billie Faiers.

The campaign involved two TV ads shot with the super-lovely director (and mum) Karen Cunningham, which also included a social campaign and product placement throughout the TV show.

The ad performed exceptionally for the client on TV and on social - with many comments from mums about the joy of learning the rhyme with their children.

6 months later, during the coronavirus pandemic, it was featured as the ad of the week by System 1.