The challenge was to create a captivating proposition for cushioned vinyl flooring. But once we’d dreamed up the copyline “So easy to clean you’ll love to get it dirty” we were inspired to make our “Saucy secret” film. We hired a film crew, laid a new floor in a domestic kitchen, bought two cases of whipped cream and 20 bottles of ketchup and literally spent a day making a mess. The resulting commercial was sent out via email, pre-loaded onto branded USB sticks and hosted on its own website www.thisisrhino.com

To maximise the impact of the launch we created a point-of-sale pack for retailers featuring stickers and posters. We also commissioned fashion designers ‘Rude’ to interpret the theme on tee shirts.

• www.rhinofloor.com