There has been a huge transition from desktop computers to laptops, tablets, and even smartphones. But along the number of screens a certain problem has multiplied: smudge, smear, grease or even bacteria on a display – disgusting to look at, and even more unpleasant to use. So how could we make people aware they might need a screen cleaner? Smudge and smear are best visible on dark screens. Using only a black display, we let a user’s laptop, desktop or tablet screen itself do the advertising for us.
Agency: Cheil Germany
Chief Creative Officer: Roland Rudolf 
Executive Creative Director: Joern Welle
Art Directors: Mateus Vilela, Rafael Cavalcanti
Concept Developer: Fernanda Roedel