For the launch of the new Regina Paper Towel website we had to communicate to a young target audience that cleaning your house up can be very fun. That’s why we created CLEAN IT UP, an interactive video experience features Daniel “Cloud” Campos, the award-winning dancer, where users have to help him clean all his house, the morning after a big massive party, before his parents come back home. Along with the experience comes a contest: “Cleaning Dance”, where users have to send their videos while they are cleaning their house up to the beat of music. The website also provides several contents that help users to live house-cleaning as a fun experience: a fitness program to stay fit while you are cleaning and a web radio with the best music to clean your house up.