Bio Spectra begins Attitude campaign
Bio Spectra of Montreal has begun an advertising campaign for its Attitude line of ecological household cleaning products. The campaign, developed by Wasabi Communications of Montreal, consists of television and online advertising. The creative presents the products as a way for consumers to help preserve the environment. A 30-second television commercial is now airing on TVA, Canal Vie, RDS, Radio-Canada Television and TQS. The ad depicts an astronaut in a supermarket choosing an Attitude cleaner instead of a more toxic product. The ad also directs viewers to a website at <http://www.cleanattitude.com> at which visitors can submit ideas for preserving the environment. "Part of our approach involved demonstrating to the consumer the extent to which a simple and accessible gesture, carried out by an individual, can contribute to improving the well-being of our planet," said Marc-Antoine Boily, creative vice-president of Wasabi. "These gestures include replacing toxic cleaning products with the Attitude product line. We want to leave a lasting impression on the television viewer so that, once in the store, he or she remembers that they too can carry out one small gesture. The decision is made at the point of purchase."