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Heineken Codemasters Xbox Johnnie Walker Coca-Cola AOL NY Jets McDonald's All Small & Mighty Bio & CV	Our task was to build awareness of All Small & Mighty, a concentrated detergent product. To most consumers, a smaller bottle means not only less detergent, but also less effective cleaning power. We challenged misconceptions by asking that consumers "Think Small for a Change." In an increasingly environmentally-minded world, it's necessary to consider the impact of all our actions – including doing the laundry. So not to undersell the cleaning power of the very effective All Small & Mighty, we proposed creating a single-load trial of the detergent that the uninitiated could put to the test. The All Small & Mighty website (at thinksmall.com) would become the starting point to begin "thinking small" in all aspects of daily life, and start a rich dialogue between brand and consumer.