r-MicroTuff
The relaunch campaign for the 100% recycled r-MicroTuff range of cloths from Vileda Professional.
Concept & Art Direction
Services
Vileda Professional
Client
2023
Year
About
After the successful launch of the 100% recycled r-MicroTuff Swift in 2021 Vileda Professional added sustainability to the entire product family: r-MicroTuff Base, r- r-MicroTuff Swift Max and r-MicroTuff Plus.
Perfected microfibre cleaning performance and durability comes now in a sustainable way and outperforms the competitors in sustainability and hygiene: this is no longer just cleaning; this is the cleaner way of cleaning. After a careful review of the client brief and the previous campaign to promote the range, it was clear that this time the focus would be on sustainability.
My Task
I was responsible for developing the campaign concept. The previous campaign, under the slogan "Power", focused on the product's performance. This time, however, the message underlined sustainability. So let's move on from POWER to CLEANER.
As a result, I created three key visuals that demonstrate maximum synergy with nature. They correspond to the colours of available fabrics. The next step was to create marketing materials to promote the campaign, including brochures, banners, social media posts, newsletters, etc. I was also responsible for planning and organising the photo shoot. This resulted in many in-use images.
