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Miltonian Wisdom campaign

Out-of-Home Ads, Consumer

Milto Cleaners, a small, family-owned dry cleaning chain, was founded in 1970. When you’ve been in business as long as the Miltos have, you learn a few things, and not just about garment care. The “Miltonian Wisdom” campaign is based on the all the truths you learn from the business of dirty laundry. When Indianapolis-based ad agency Seal Ideas pitched the concept to the Milto family, they were initially hesitant—the approach was atypical for a dry cleaning company—but after a little coaxing, they agreed, and the campaign was an instant success, appearing in outdoor ads, direct mail, digital advertising, radio spots and more.

Ben Seal, writer/creative director; Toni Folzenlogel/John Molloy, designers; Seal Ideas (Indianapolis, IN), ad agency; Milto Cleaners, client.