CLIENT
Lysol
Whitney Braddock, Senior Brand Manager
Amy Rosenthal, Brand Manager
AGENCY
Shayne Millington, Co-Chief Creative Officer
Larry Platt, EVP Executive Creative Director
Daniel Rodriguez, EVP Executive Creative Director
Mark Forsman, Creative Director
Vinny Garbellano, Creative Director
Sarah Watson, EVP Head of Strategy Global Brands
Justin Ballheim, SVP Group Strategy Director
Chioma Aduba, EVP Head of Business Leadership
Elyssa Friedman, VP Account Director
Amber Guild, President
Rebecca Kluin, EVP, Executive Account Director
Evan Kirby, Senior Art Director
Emma Bhayani, Senior Copywriter
Suzanne Lau, Group Account Director
Matt Guerra, Account Supervisor
Allie Burton, Account Executive
Ari Revelas, Assistant Account Executive
Christine Clavio, Producer
Kyla Jackson, Strategist
Kathy Roekthanom, Associate Director of Project Management
Regine LeConte, Senior Project Manager
Grace Jiang, Associate Project Manager
Jackie Sheehan, Project Manager
Madeline McCarty, Business Affairs Manager
Kimberly Kress, EVP Head of Celebrity & Creator Partnerships
Damien Choy Smith, Senior Director of Celebrity Partnerships
Jamie Jou, Director of Music BA Licensing
Anca Cornis-Pop, Associate General Counsel
Momentum Worldwide
Erin McGivney-Looper, VP Group Director Business Leadership
Kirby Johnston, Director Business Leadership
MRM
Olivia Amchin, Account Director
SUMMARY
Lysol Laundry Sanitizer kills odor-causing bacteria on clothes. Coming off a pandemic, you’d think it’d be easy to sell a germ-killer. But most thought their routine was already killing bacteria - when in reality, detergent just covers up its stink.
We wouldn’t make an impact repeating smell-and-smile category tropes. So, we embraced smell-and-gag: theWorld’s Stinkiest Sock. We demonstrated just how badly consumers need LLS – because you can’t see bacteria, but you can smell it. Lysol created a big stink that led to increased buzz, penetration, and sales.
