Why I Kärcher Clean
Sporting success is about marginal gains. For Kärcher, the cleaning technology company, we commissioned CLOSE UP, a series of documentary films that examined the psychological importance of cleaning rituals for professional sportspeople. Surfer Andrew Cotton, BMX rider Shanaze Reade, and hiker Paul Steele revealed the surprisingly deep functional and emotional importance they placed on clean kit. The films served as PR, digital and advertising content enabling us to target a hard-to-reach sporting audience.