Some messes are hard to put into words. Too gross, too awkward, too specific. So we used the one language that could say it without really saying it: emojis. For Clorox, we turned everyday ick into Ewwmojis, a social guessing game where people decoded messy emoji phrases and tweeted their answers for a chance to win. It helped Clorox start owning the language of messes, not just the products that clean them.