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cif - ‘the before & after project’

Cif had launched the ‘Before & After Project’ - a campaign aimed at making communities shine. They had an on-pack promotion that offered people the chance to nominate a building within their community for a special Cif clean but needed an idea that would really launch and raise awareness for the campaign.

We decided to kick things off by giving one of London’s most iconic landmarks, the O2 Arena in the heart of Greenwich, an epic Cif spruce up.

It was Cif’s biggest clean ever and to celebrate we created films and social content that informed people about the activity, invited them to take part in the wider promotion, and kept them updated with how ‘the big clean’ was progressing.

My role: Concept and copy

Agency: HeyHuman


We’re giving one of London’s most iconic landmarks a Spring clean. This launch film was the start of a 72 day project where we cleaned to the roof of The O2. This was the first job of the Cif ‘Before & After Project’. A initiative helping to make communities across Britain shine.

We donned our hard hats and harnesses to catch up with Cif Clean Team on top of the roof of The O2 this week. Watch to find out how they’re getting on with the big clean.

It took 72 days but our biggest ever clean has now been completed! Watch how the heroic Cif Clean Team made the iconic roof of The O2 shine!