WINDEX: SMUDGINESS?

2026 / Agency: VML / Role: Global ECD / Client: SC Johnson

People spend hours staring at their screens every day, but they never truly see how dirty they are. The constant light and bright colors coming from our devices hide the grime and smudges on them, making the problem effectively invisible, even though it's right in front of your face. To boost sales of Windex Electronic Wipes, we turned that invisible problem into something impossible to ignore, launching a social campaign built around a single, completely black static ad. By removing all light and color, the ad allowed people to see the smudges on their own screens and drove them directly to purchase.

’26 Cannes Lions / Shortlist - Direct (Use of Mobile)