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180, Seventh Generation Show 'What's Inside'

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LOS ANGELES Omnicom's 180 L.A. today breaks its first campaign for Seventh Generation products since winning the account after a review several months ago, according to William Gelner, the shop's ecd.

Digital cd Conor McCann and producer Paul Sutton, who joined as a team from MDC's Crispin Porter + Bogusky and helped land the business, oversaw the "Show the world what's inside" campaign.

A Web-based "Label Reading Guide" includes downloadable widgets created by the agency for interpreting the chemical compositions in other cleaning products.

Using a Web-enabled device such as iPhone at the point of sale, users of the widgets can look up information on chemical listings, gauge potential risks, update the database and e-mail info to others.

A Web site enables users to "take action" against environmentally damaging products, "creating activism," according to Gelner. T-shirts offered on the site come with a non-toxic marker for wearers to list the label-ingredients of what's inside them.

"Seventh Generation is making a difference in the world," said Gelner, who said 180 was asked into the pitch because the client had seen its MTV climate-change "Brad and Earth" work. "It's a great company that has been around, offering green products before green was cool."

Gelner said the work reflects a desire to avoid "fear-based communications. They are a positive brand with positive momentum."

Courtney Loveman, who calls herself "brand mother" of Seventh Generation, said in a statement that the campaign, "Hits people on an emotional level unlike anything we've done before. It educates and ultimately inspires people to be the change they want to see in this world, because change comes from the inside out."

Gelner declined to disclose spending.