The Before and After Project

Cif was launching the Before & After Project: an on-pack promotion aimed at ‘Making communities shine’ that asked consumers to nominate a local community centre for a special Cif clean.

We created Cif’s biggest job ever: cleaning the roof of The O2 Arena, one of London’s most iconic landmarks, to launch the campaign. We made social content and OOH, informing people about the activity and inviting them to participate in the wider promotion.

The O2 may be a national icon, but it also plays a massive role in the surrounding residents’ lives. To inspire participation of the wider project, we looked at the importance of how a community presents itself and how when they come together to make a change, they can tackle huge a challenge.

Clean Team Documentary

At the halfway mark, we caught up with the Cif Clean Team

36 days into the clean, we met the team whose day job is climbing the roof of such an iconic building and saw first hand just what it takes to clean The O2.