# Artistic Cleaning Campaigns The Sopalin 2011 Ads Focuses on Paper Towel Paintings By Meghan Young | Published 2011-11-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sopalin-2011 References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/11/sopalin-the-art-of-cleaning/) & [leoburnett](http://www.leoburnett.com) As the Sopalin 2011 ad campaign shows, cleaning can easily be considered an [art form](https://www.trendhunter.com/trends/the-art-of-travel). From broomstick brushstrokes to [paper towel paintings](https://www.trendhunter.com/trends/fabulosa-rebranding), as depicted in this particular campaign, men and women often put on their artist cap when tackling the cleanliness of their homes. Just like art, cleaning can be a therapeutic endeavor as well. Conceived and executed by Leo Burnett, an [ad agency](https://www.trendhunter.com/trends/kiehls-response) based in St. Denis, France, the Sopalin 2011 ad campaign focuses on one of the most common uses for paper towels: sopping up spills. Thanks to photographer Olivier Foulon and illustrators Si Scott and Martin Sati, 'sopping' is turned into something more artistic. Although cleaning is often considered a chore, the Sopalin 2011 ad campaign shows it can be something more. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 36% | Activity: 43% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Artistic Cleaning:** Disruptive innovation opportunity lies in creating cleaning products and campaigns that highlight the artistic aspect of cleaning, appealing to consumers who value creativity and self-expression. - **Therapeutic Cleaning:** Opportunity exists for developing cleaning techniques and tools that promote a sense of relaxation, mindfulness, and well-being, tapping into the growing trend of self-care and wellness. - **Advertising Creativity:** Innovative ad agencies can explore unique and artistic approaches to advertising cleaning products, challenging traditional perceptions and capturing consumer attention. ### Sectors Adopting This - **Cleaning Products:** Companies in the cleaning products industry can tap into the artistic and therapeutic aspects of cleaning, creating products that combine functionality with aesthetic appeal. - **Home Improvement:** The home improvement industry has the potential to incorporate artistic and therapeutic elements into their products and services, offering innovative cleaning solutions that enhance the overall home environment. - **Advertising and Marketing:** Ad agencies and marketing firms can leverage the trend of artistic cleaning campaigns to create visually stunning and emotionally engaging advertisements for various products and services. ## Related on Trend Hunter - [Cheeky Hygiene Company Campaigns](https://www.trendhunter.com/trends/so-clean-you-can-kiss-it.md) - [Pollution-Removing Murals](https://www.trendhunter.com/trends/this-campaign-sucks.md) - [Art Doodle-Collaborative Napkins](https://www.trendhunter.com/trends/tissue-box-collection.md) - [Food-Inspired Street Art](https://www.trendhunter.com/trends/dish-pics.md) - [Playful Modular Mops](https://www.trendhunter.com/trends/wet-mop.md) - [Family-Focused Cleaning Campaigns](https://www.trendhunter.com/trends/little-messes.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Cheeky Adult Wipe Campaigns](https://www.trendhunter.com/trends/goodwipes-launched.md) - [New Years Specific Campaigns](https://www.trendhunter.com/trends/unready-for-anything.md)