The Cleaning Institute of Australia (CIA) was rapidly emerging as the specialist in home, office and commercial cleaning services – ranging from a one-off spring clean to fully integrated facility management of large apartment buildings and public venues. In collaboration with agency RBD, WordSauce was commissioned to generate further interest in the upstart. The brief was simple; create a campaign that played to the theme of the company’s attention-grabbing acronym. A strategic communication program was developed and written revolving around the work of a secret agent: there was a mission which the audience had to crack. A tongue in cheek video was also scripted, based around Barak Obama entering a rather untidy White House and requiring the CIA to help out. The video was played in cinemas around Australia. Fresh web words and additional marketing material all helped to elevate the CIA profile.