The Challenge: All Detergent was being featured on the Celebrity Apprentice. Cool, right? Well, in the hands of celebrities, the product didn't come off in the best light.
The Idea: To make lemonade, we created a program where contestants Joan and Melissa Rivers each created videos that could make them and, most importantly All, look a little better. A vote for either video gave visitors a chance to win a trip to the Apprentice finale, plus each vote donated money to charity. We even created a TV spot to drive to the promotion online.