VML and GPY&R Sydney have collaborated on a promotional campaign for Colgate brand Ajax.
The execution is via an online tool aggregates liked Facebook and Twitter data and deletes unwanted spam.
"Ajax Wipes are all about efficacy and convenience. Creating a product that delivered these same benefits in the parallel online world we all regularly inhabit, felt fresh and, frankly, like a no brainer,” said Damian Facciolo, marketing manager at Colgate Palmolive.
Aden Hepburn, managing director of VML said: "Agencies don't often get the chance to create something that people really want or need, and whilst this is a little bit of fun, it's a utility tool that a lot of people will find is actually something they've subconsciously wanted for a while... it will actually help them clean up the social clutter they've been building up for years."
Media planning and buying has been executed by Digital.