We set out to change consumers' perception of Dawn as just a regular dish soap. Because Dawn does more than clean dishes, it cleans wildlife – saving more than 70,000 animals since the initiative began over 30 years ago. So we decided to show a dish so clean you can see a reflection in it. But instead of showing the expected reflection of the room the plate is in or the person holding it, the shadows reveal a silhouette of the wildlife they're saving. Our clients were very pleased with the campaign's results. Sales were so strong they donated $1 million to Dawn Saves Wildlife for the next year.