São Paulo: Unilever's homecare brand Cif has transformed a long-running internet joke into a real-world solution, launching a campaign that extends its cleaning promise beyond surfaces to consumers' financial records.
To participate, consumers must purchase the limited-edition Cif Clean Up Your Name (Cif Limpa Nome) product, retain the receipt, and register it on the campaign website. Each CPF (Brazilian taxpayer ID) can submit up to three receipts, while users already registered on Serasa's platform receive additional chances in weekly draws. "Cif has always worked with the playful and functional universe of cleaning, transforming an everyday task into something light and fun. Added to that, we are a brand that pays attention to the conversations of its community.
Cif Clean Your Name and our partnership with Serasa are born from the meeting of these two narratives, transforming these recurring comments into a creative idea and a benefit for the consumer", says Gabriela Lairana, Senior Marketing Manager at Unilever."Listening to our community, we realized that the biggest 'dirt' people wanted us to clean wasn't at home. It was in their financial lives." For Serasa, the collaboration provides a new lens to address a serious issue through humour and relatability. "Debts are part of the reality of millions of Brazilians, and creative initiatives like this help expand the dialogue about debt negotiation and financial organization. By bringing together two brands around an idea that was born on the internet, we are able to transform humor into an invitation for more people to seek solutions and regain control of their financial lives", explains Eduardo Martinelli, Executive Marketing Manager at Serasa. Developed by Droga5 São Paulo, the campaign features a special-edition product label launched across supermarkets in March and will run through April 30. The initiative is expected to benefit more than 3,000 consumers.
"People kept saying Cif cleaned everything - it just didn't clean their 'name,'" says Rafael Ziggy, CCO of Droga5 São Paulo. "So we took the joke literally. And when a cleaning brand takes a meme seriously, you end up cleaning more than surfaces." The campaign is supported by a digital-first outreach strategy, with updates and engagement across the brand's social media platforms, marking a distinctive step in blending cultural insight with brand-led social impact. CREDITSDroga5 São Paulo Creative Agency: Droga5 São Paulo CEO / Creative Chairperson: Felipe Simi Co-CEO: Brisa Vicente Chief Creative Officer (CCO): Rafael Ziggy Chief Design Officer (CDO): Diego Limberti Head of Design: Marina Cota Executive Creative Director (ECD): Ana Cavalcanti Creative Leader: Nayara Lima Art Direction: Pedro Miranda, Eduardo Diniz Copywriters: Lucas Abreu, Gabriel Lima Content Leader: Kaerre Neto Content Managers: Camilla Pinho, Amanda Avena Content Creators: Daniel Beoni, Paula Carvalho Chief Operating Officer (COO): Felipe Belinky Chief Business Officer: Renata Cintra Head of Client Services: Daniel Mason Client Services Lead: Otavio Santos Client Services: Mayara Medeiros Chief Production Officer: Larissa Kubo Head of Production: Stella Gafo Production Director: Eduardo Machado Producer: Pamela Santos Head of Projects: Lucas Cardoso Project Lead: Tatiane Donatangelo Projects: Daize Correia de Brito Chief Strategy Officer: Ana Cortat Head of Strategy: Mariana Cordeiro Strategy Leads: Henry Augusto Mira, Joaquim Trajano Strategy: Luciana David Head of Intelligence: Dênis Matos Data Group Director: Matheus Facci Data Manager: Leticia Figueiredo Data Strategist: Joely Nunes Head of Communities & Influence: Bárbara Raffaeli PR Specialist: Letícia Chaves Community & Influence Specialists: Maria Eduarda Fortes, Gustavo Prandini, João Ceccopieri Clients (Approvers)UNILEVER Giovanna B. Gomes - CMO, Home Care Americas Daniela Pereira - Media, Content & Influence Director, Home Care Mariana Gonçalo - Marketing Director, Home Care Gabriela Lairana - Senior Marketing Manager, Home Care Kevin Castanha - Marketing Coordinator, Home Care Micaela Bordigoni - Trade Marketing Manager, Home Care Rafaela Paulucci - Trade Marketing Coordinator, Home Care Ana Valentim - Content & Influence Manager, Home Care Camilla Ramoa - Content & Influence Manager, Home Care Amanda Guida - Media Manager, Home Care Livia Toyama - Media Coordinator, Home Care Gabi Varela - Content & Influence Coordinator, Home Care Marcos Pola - PR Coordinator, Home Care Ingrid Fernanda - Marketing Intern, Home Care Maria Eduarda Nogueira - Marketing Intern, Home Care SERASA Agency: Serasa In-house Creative Director: Renan Cunha Creative Coordination: Dalvan Carvalho, Vinícius Bertollini Art Direction: Dalvan Carvalho Copywriting: Vinícius Bertollini, Matheus Limoeiro Content & Influencer Coordination: Gabriela Siqueira Influencers: Amanda Vaz, Gabriela Siqueira Content: Mariana Lopez, Silvia Santos, Thaisa Fraga, Gabriela Siqueira PR: Duda Yamaguchi, Maria Peppe Cecchetti Planning: Marina Berretta, Laisse Francisco Offline Media: Fernando Gambaro Digital Media: Larissa Chidiac, José Emílio Capobianco, Camila Oliva, Giovana Souza, Marcela Mendes, Brena Lima, Maria Gal Partners BR Media Group Commercial: Thais Semer, Paulo Fabricio, Vitor Marques, Laura Cassaro Operations: Rafaela Sgariboldi Client Services: Aline Aquilino, Enya Café, Stella Garofalo, Matheus Gonzaga Planning: Allan Alves, Letícia Lopes, Tiffany Ramirez Data Analysis: Andrea Cabral, Giovanna Caldano, Giovanna Feliciano Initiative Managing Director: Ana Raquel Hernandes Senior Director: Camila Artacio Junior Director: Gleyka Ferreira Manager: Katia Lima Supervisor: Pablo Bortolini Planner: Vanessa Dantas Coordinator: Renata Silva Cadastra Client Services Director: Leandro Rodrigues Client Services Manager: Mayara Carrera Client Services Coordination: Daiane Souza, Fernanda Bueno Client Services Analysts: Raphaela Monteiro Media Director: Henrique Casagranda Media Manager: Carolina Bianchi Media Coordination: Samanta Sena, Renan Macedo Media Analysts: Letícia Brito, Renato de Oliveira Biosphera Omnicommerce Co-CEO / CCO: Enricco Benetti Co-CEO / COO: Oscar Moraes VP of Business: Mariana Bazello Account Manager: Mayara Cappellani Account Executive: Rafaela Paiva Creative Director: Diogo Bonaparte Art Directors: Carol Zatti, Adilson Azevedo Copywriter: Nagila Palaretti Planning Director: Fil Alberto Planning Manager: Danielle Saraiva Production Director: Paula Pereira Operations Director: Flavia Takeda Operations Manager: Flavia Lino Agency: Pinkers (Oliver) Creative Supervisors: Diego Marcato, Thamires Freitas Art Direction: Pedro Andrade Copywriting: Guilherme Pupo Account Manager: Thais Vogelsanger Account Director: Beto Rando Production Companies Genco Film Director: André Vidigal Executive Producers: Leyla Fernandes, João Carvalho Director of Photography: Thiago Beck Coordination / Client Services: Diego Casmurro Administration: Fabricio Dantas, Amanda Lima Production Director: Renato Salmaso Producer: Juliana Souza Art Director: Akaue Barkó Art Assistant: Alexandre Borges 1st Assistant Director: Marcela Daud 2nd Assistant Director: Ana Clara de Biasi Prop Master: Guilherme Ferreira Casting Producer: Mariana Godoy Sound: Samuel Borimecico Celebrity Styling: Eddy Bernardo Celebrity Makeup: Jana Moraes Post Client Services (Genco): Rafahell Post-Production Film Director: André Vidigal Audio Production: Berimbau Studio Technical Director: Gustavo Minicucci Post-Production Coordination: Fernando Vellosa Assistant Post Coordinator: Hugo Ferriolli Client Services Directors: Isabela Hana, Betânia Menardi Post Client Services: Lucas Monteiro Finishing: Vitor Liesenfeld Conform: Guilherme Vila, Matheus Becker Editing: Lucas Valente Assistant Editor: Camila Rodrigues Colorist: Humberto Mudim Lead Compositor: Eduardo Nascimento Compositor: Eduardo Gonçalves Motion: Caio Vinícius VFX Finishing: Pedro Gomide Concept Art: Daniel Cestari Digital Director: Giovanna Postiglione 1st Assistant Director: Gustavo Oliveira Director of Photography: Gabriel Borges 1st Camera Assistant: Guilherme Sacontoras