A (very) clean campaign

Euro chlor

2023 campaign

The Briefing

Euro Chlor is looking for a positive and science-based approach. Their mission? Boosting the visibility of the chlor-alkali industry and shining a spotlight on the benefits of chlor-alkali products. The campaign needs to bring an extra creative and inspirational dimension, to make messages inspiring and impactful for a broad audience.

The story we wanted to tell

We’re putting a fun twist on things by connecting unusual uses of chlorine in a creative way. We’re using playful, poetic, and surreal riddles to make it interesting. It’s an out-of-the-box approach, blending different uses of chlorine into everyday situations you can easily relate to. This makes our content interesting and enjoyable.

We had a lot of fun twisting concepts that were both absurd and appropriate for chlorine.

Athéna de Callataÿ, Head of Motion Design.

The creative process

The challenge of this project was to find the right balance between textual and visual elements. Working within the domain of the absurd required specific effort to navigate the thin line between what can be understood and what cannot. During our research, we had a special look at  surrealist authors to achieve this. Then, drafting the images and establishing visual harmony became the priority. Working with stock images is a delicate exercise , especially when ensuring visual consistency.


The artistic direction, based on a paper-cut approach, acts as the cornerstone of our visual narrative. With expert post-production magic, we bring these visuals to life, adding an extra layer of impact through animation and sound design.

This process involved meticulous work on the scale of elements and the grain of images to create a seamless aspect while retaining a somewhat raw ‘newspaper’ quality.

But the most enjoyable part was imagining a toilet going for a jog or a cat taking a bubble bath!


The campaign is broadcasted on Euro Chlor’s platforms and social networks and will be gradually rolled out over the next few months. In parallel, we conducted a series of workshops with the Euro Chlor team to help them optimize their digital ecosystem, take advantage of all the different creative materials and formats, and integrate them in a broader content strategy.  

All Animations