SC Johnson ‘Zuzu The Crab’

THE CLIOS
Bronze Winner

AWARD YEAR
2026

AWARDED
20 April 2026

CATEGORIES:
Bronze: Film Craft | Animation
Bronze: Film Craft | Visual Effects

View Clio Awards 2026 showcase

IDEA
Meet Zuzu, a hermit crab with a plastic bottle for a shell, inspired by the plight of real hermit crabs. As a marine creature uniquely and tragically impacted by plastic pollution, we deemed the small but mighty hermit crab the perfect “spokesperson” to show the world the importance of taking action on the plastics crisis. From TV to social media, Zuzu’s surprising appearance and endearing personality capture attention, educate, and gather signatures to advocate for legislation that increases producer responsibility on plastic waste.

CONTEXT
The plastic pollution crisis is reaching a tipping point. Recognizing its role in this matter, SC Johnson now uses recovered coastal plastic in its packaging and offers reuse and refill options. However, solving this issue requires industry-wide collaboration and policies that shift responsibility for packaging waste to producers. We wanted to go beyond typical “please recycle” messaging, but had to find a way to connect with people on an emotional level, empowering them to demand real change.

RESULTS
2.9B Impressions
62.6M Social Views
1.3M Engagements
98% Positive Sentiment
137K Petition Signatures

Client/Brand: SC Johnson

Agency: Ogilvy Chicago

Film Production Company: Scholars Film
Director: Colwyn Thomas
Project Manager: Nosipho Mkhize
Producer: Melissa Thorne
DOP: Devin Carter
Focus Puller: Gabriel Attwood
Editor: Jamie Taylor
Grade: Kyle Stroebel (The Refinery)

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