For the P&G always on newsdesk that I run, the client wanted to push out a social campaign over thanksgiving. Armed with the insight that Instagram peaks with the most food photos on this holiday, Cascade Instaclean was born. Over a 24 hours period, we intercepted peoples full plates and with a massive team of photoshop artists, did the digital dishes with Cascade, surprising the user with the reposted cleaned up image. Through paid media we encouraged photo happy Canadians to post images of their full plates to our hashtag for cleaning, and for every cleaned plate we donated $5 to Food Banks Canada, raising over $27, 000 – so someone else could enjoy a hot meal over the holiday.
