São Paulo: Unilever’s homecare brand Cif has transformed a long-running internet joke into a real-world solution, launching a campaign that extends its cleaning promise beyond surfaces to consumers’ financial records.
In partnership with Serasa, Brazil’s leading credit bureau, Cif has introduced a special-edition product that gives consumers a chance to win financial support to negotiate and pay off debts—effectively “cleaning” their credit histories.
The campaign stems from a recurring social media meme suggesting that while Cif cleans everything, it cannot clean people’s financial lives. Leaning into this cultural insight, the brand has reinterpreted its core proposition through a local expression in Brazil, where individuals with unpaid debts are said to have a “dirty name.”
With nearly 81.3 million Brazilians—about 49.66% of the adult population—currently in debt, according to Serasa’s latest Debt Map, the initiative aims to address a widespread issue through a creative and accessible approach. The campaign offers weekly prizes of up to R$1,000 (approximately $190) and daily prizes of R$500 (approximately $95), helping consumers settle outstanding balances via Serasa’s debt negotiation platform.
To participate, consumers must purchase the limited-edition Cif Clean Up Your Name (Cif Limpa Nome) product, retain the receipt, and register it on the campaign website. Each CPF (Brazilian taxpayer ID) can submit up to three receipts, while users already registered on Serasa’s platform receive additional chances in weekly draws.
“Cif has always worked with the playful and functional universe of cleaning, transforming an everyday task into something light and fun. Added to that, we are a brand that pays attention to the conversations of its community. Cif Clean Your Name and our partnership with Serasa are born from the meeting of these two narratives, transforming these recurring comments into a creative idea and a benefit for the consumer”, says Gabriela Lairana, Senior Marketing Manager at Unilever. “Listening to our community, we realized that the biggest ‘dirt’ people wanted us to clean wasn’t at home. It was in their financial lives.”
For Serasa, the collaboration provides a new lens to address a serious issue through humour and relatability.
“Debts are part of the reality of millions of Brazilians, and creative initiatives like this help expand the dialogue about debt negotiation and financial organization. By bringing together two brands around an idea that was born on the internet, we are able to transform humor into an invitation for more people to seek solutions and regain control of their financial lives”, explains Eduardo Martinelli, Executive Marketing Manager at Serasa.
Developed by Droga5 São Paulo, the campaign features a special-edition product label launched across supermarkets in March and will run through April 30. The initiative is expected to benefit more than 3,000 consumers.
“People kept saying Cif cleaned everything — it just didn’t clean their ‘name,’” says Rafael Ziggy, CCO of Droga5 São Paulo. “So we took the joke literally. And when a cleaning brand takes a meme seriously, you end up cleaning more than surfaces.”
The campaign is supported by a digital-first outreach strategy, with updates and engagement across the brand’s social media platforms, marking a distinctive step in blending cultural insight with brand-led social impact.
CREDITS
Droga5 São Paulo
Creative Agency: Droga5 São Paulo
CEO / Creative Chairperson: Felipe Simi
Co-CEO: Brisa Vicente
Chief Creative Officer (CCO): Rafael Ziggy
Chief Design Officer (CDO): Diego Limberti
Head of Design: Marina Cota
Executive Creative Director (ECD): Ana Cavalcanti
Creative Leader: Nayara Lima
Art Direction: Pedro Miranda, Eduardo Diniz
Copywriters: Lucas Abreu, Gabriel Lima
Content Leader: Kaerre Neto
Content Managers: Camilla Pinho, Amanda Avena
Content Creators: Daniel Beoni, Paula Carvalho
Chief Operating Officer (COO): Felipe Belinky
Chief Business Officer: Renata Cintra
Head of Client Services: Daniel Mason
Client Services Lead: Otavio Santos
Client Services: Mayara Medeiros
Chief Production Officer: Larissa Kubo
Head of Production: Stella Gafo
Production Director: Eduardo Machado
Producer: Pamela Santos
Head of Projects: Lucas Cardoso
Project Lead: Tatiane Donatangelo
Projects: Daize Correia de Brito
Chief Strategy Officer: Ana Cortat
Head of Strategy: Mariana Cordeiro
Strategy Leads: Henry Augusto Mira, Joaquim Trajano
Strategy: Luciana David
Head of Intelligence: Dênis Matos
Data Group Director: Matheus Facci
Data Manager: Leticia Figueiredo
Data Strategist: Joely Nunes
Head of Communities & Influence: Bárbara Raffaeli
PR Specialist: Letícia Chaves
Community & Influence Specialists: Maria Eduarda Fortes, Gustavo Prandini, João Ceccopieri
Clients (Approvers)
UNILEVER
Giovanna B. Gomes – CMO, Home Care Americas
Daniela Pereira – Media, Content & Influence Director, Home Care
Mariana Gonçalo – Marketing Director, Home Care
Gabriela Lairana – Senior Marketing Manager, Home Care
Kevin Castanha – Marketing Coordinator, Home Care
Micaela Bordigoni – Trade Marketing Manager, Home Care
Rafaela Paulucci – Trade Marketing Coordinator, Home Care
Ana Valentim – Content & Influence Manager, Home Care
Camilla Ramoa – Content & Influence Manager, Home Care
Amanda Guida – Media Manager, Home Care
Livia Toyama – Media Coordinator, Home Care
Gabi Varela – Content & Influence Coordinator, Home Care
Marcos Pola – PR Coordinator, Home Care
Ingrid Fernanda – Marketing Intern, Home Care
Maria Eduarda Nogueira – Marketing Intern, Home Care
SERASA
Agency: Serasa In-house
Creative Director: Renan Cunha
Creative Coordination: Dalvan Carvalho, Vinícius Bertollini
Art Direction: Dalvan Carvalho
Copywriting: Vinícius Bertollini, Matheus Limoeiro
Content & Influencer Coordination: Gabriela Siqueira
Influencers: Amanda Vaz, Gabriela Siqueira
Content: Mariana Lopez, Silvia Santos, Thaisa Fraga, Gabriela Siqueira
PR: Duda Yamaguchi, Maria Peppe Cecchetti
Planning: Marina Berretta, Laisse Francisco
Offline Media: Fernando Gambaro
Digital Media: Larissa Chidiac, José Emílio Capobianco, Camila Oliva, Giovana Souza, Marcela Mendes, Brena Lima, Maria Gal
Partners
BR Media Group
Commercial: Thais Semer, Paulo Fabricio, Vitor Marques, Laura Cassaro
Operations: Rafaela Sgariboldi
Client Services: Aline Aquilino, Enya Café, Stella Garofalo, Matheus Gonzaga
Planning: Allan Alves, Letícia Lopes, Tiffany Ramirez
Data Analysis: Andrea Cabral, Giovanna Caldano, Giovanna Feliciano
Initiative
Managing Director: Ana Raquel Hernandes
Senior Director: Camila Artacio
Junior Director: Gleyka Ferreira
Manager: Katia Lima
Supervisor: Pablo Bortolini
Planner: Vanessa Dantas
Coordinator: Renata Silva
Cadastra
Client Services Director: Leandro Rodrigues
Client Services Manager: Mayara Carrera
Client Services Coordination: Daiane Souza, Fernanda Bueno
Client Services Analysts: Raphaela Monteiro
Media Director: Henrique Casagranda
Media Manager: Carolina Bianchi
Media Coordination: Samanta Sena, Renan Macedo
Media Analysts: Letícia Brito, Renato de Oliveira
Biosphera Omnicommerce
Co-CEO / CCO: Enricco Benetti
Co-CEO / COO: Oscar Moraes
VP of Business: Mariana Bazello
Account Manager: Mayara Cappellani
Account Executive: Rafaela Paiva
Creative Director: Diogo Bonaparte
Art Directors: Carol Zatti, Adilson Azevedo
Copywriter: Nagila Palaretti
Planning Director: Fil Alberto
Planning Manager: Danielle Saraiva
Production Director: Paula Pereira
Operations Director: Flavia Takeda
Operations Manager: Flavia Lino
Agency: Pinkers (Oliver)
Creative Supervisors: Diego Marcato, Thamires Freitas
Art Direction: Pedro Andrade
Copywriting: Guilherme Pupo
Account Manager: Thais Vogelsanger
Account Director: Beto Rando
Production Companies
Genco Film
Director: André Vidigal
Executive Producers: Leyla Fernandes, João Carvalho
Director of Photography: Thiago Beck
Coordination / Client Services: Diego Casmurro
Administration: Fabricio Dantas, Amanda Lima
Production Director: Renato Salmaso
Producer: Juliana Souza
Art Director: Akaue Barkó
Art Assistant: Alexandre Borges
1st Assistant Director: Marcela Daud
2nd Assistant Director: Ana Clara de Biasi
Prop Master: Guilherme Ferreira
Casting Producer: Mariana Godoy
Sound: Samuel Borimecico
Celebrity Styling: Eddy Bernardo
Celebrity Makeup: Jana Moraes
Post Client Services (Genco): Rafahell
Post-Production
Film Director: André Vidigal
Audio Production: Berimbau Studio
Technical Director: Gustavo Minicucci
Post-Production Coordination: Fernando Vellosa
Assistant Post Coordinator: Hugo Ferriolli
Client Services Directors: Isabela Hana, Betânia Menardi
Post Client Services: Lucas Monteiro
Finishing: Vitor Liesenfeld
Conform: Guilherme Vila, Matheus Becker
Editing: Lucas Valente
Assistant Editor: Camila Rodrigues
Colorist: Humberto Mudim
Lead Compositor: Eduardo Nascimento
Compositor: Eduardo Gonçalves
Motion: Caio Vinícius
VFX Finishing: Pedro Gomide
Concept Art: Daniel Cestari
Digital
Director: Giovanna Postiglione
1st Assistant Director: Gustavo Oliveira
Director of Photography: Gabriel Borges
1st Camera Assistant: Guilherme Sacontoras
