Citeo and French Pop Star Philippe Katerine Make Waste Disposal Impossible to Forget with Quirky Music Video

​Ogilvy Paris’ latest campaign for Citeo Soin et Hygiène (Citeo Care & Hygiene) chose to embed an ecological warning directly into popular culture by partnering with the iconic, wonderfully eccentric artist Philippe Katerine.

What happens when you mix a municipal plumbing nightmare with French pop royalty?

You get an absurdly catchy bossa nova track designed to save sewers.

Every year, 80,000 tons of single-use wipes are sold in France. Far too many are flushed down the toilet, costing taxpayers millions in plumbing repairs and devastating marine ecosystems.

Introducing: ‘Lingette-moi dans la poubelle’ (Wipe me into the trash).

Singing from the perspective of a single-use wipe, Philippe Katerine pleads with listeners to give him a proper ending in the bin.

Available on YouTube, Spotify, Deezer, and Apple Music, the campaign features an eight-bit web game where players dodge toilets to toss wipes into the trash, alongside a live ‘Bin-Tally’ tracker that gamifies and showcases collective citizen action.