Starwax appeals to "clean-freak" with campaign: “As obsessive as you”

Starwax and its new agency Buzzman decided to do things spotlessly for the housekeeping brand created in France in 1946 by appealing to people who obsess over the small dirty stuff, assuring them they are not alone. 

In a world where “average” is tempting, Starwax claims and celebrates the virtues of cleanliness and care. Through its hyper-specialised top-of-the-range products, the brand positions itself as an expert in home maintenance and wishes to highlight a community that is too often judged and criticised: ‘cleanliness freaks’ . Because yes, at Starwax, being passionate about efficiency is not a bad flaw, it is about pride.

And because cleanliness and care are often hidden in the detail, the brand is launching a campaign that is “disturbing” for any self-respecting cleanliness enthusiast.

Discover this poste campaign in Paris on 1st July and in Bordeaux on 4th July, supported by a social media activation and a press campaign. This campaign will be followed by a second national poster campaign at the end of August.

A first large-scale press and poster campaign that establishes a reason for being on top of the new brand signature: “As obsessive as you”.

CREDITS
BUZZMAN

President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Seniors Art Directors Victor Sidoroff & Mickaël Krikorian
Seniors Copywriters Victor Sidoroff & Mickaël Krikorian
Art Director Gianni Leotta
Copywriter Romuald Mevaere
Associate Director Isaure Goetz
Account Manager Clémence Gateau
Head of Strategic Planning Clément Scherrer
Head of PR & Communication Amélie Juillet
PR & Communication Manager Paul Renaudineau
Rights Management Dee Perryman
Head of Production Vanessa Barbel
Production Assya Mediouni & May Pham & Charlotte Chadeau

Executive production 5ROADZ
Decorator / designer Isabelle Baudry
Photographer Jérome Galland
Photographer Agent LNB
Touch-up artist Adrien Bénard
Executive Engraver James Lefèvre