Dawn - Just Grab and Squeeze

​From Katie S. 02.19.24 (RD): I worked on the Dawn project. We curated to find people who were frustrated about current dishwashing soap. Then once Ready to License we facilitated the agency to speak with the creator with a creative brief and the agency shipped the new Dawn bottles to the creators and the creators made videos with the new bottles and sent them to us and the agency reviewed and selected some to run with. - The initial complaint shot included rights to a custom made shot with two revisions allowed. Clearance let the creators know they may be picked for this up front. So it was built into the contract that the creators got paid for both no matter if the agency didn’t use the custom shot. Everyone liked that arrangement - Note that for the complaint shots those were licensed and then the product shipped out so the creators knew they were being paid. Their custom work wasn’t in a maybe situation as far as getting paid, just a maybe for what was actually used in the live spot.