They are already united in the brand values of groundedness, performance and ambition. Two worlds that MELLERUD connects on social media: The emotional world of sports with the sober, practical world of special cleaners. So in order to give "mould" a positive communicative connotation, we shift the scenery from the private household to communal spaces that feel like a second home. The socially-affine core target group is active in sports clubs. A place where the changing room is the linchpin and mould is a threat. The campaign #gemeinsamwirken activates team spirit by making mould removal a joint task, while at the same time promising maximum product impact and effective problem solving.