Method Gets Its Groove Back

Fifteen years ago, method burst onto the scene as a fresh, cheeky brand in a space cluttered with old-school cleaners. They infiltrated the cleaning aisle, and made a name for themselves by introducing sustainable, stylish products. But before they could say “cradle to cradle,” the competition adopted their style and ideal, making the cleaning aisle, once again, a sea of sameness.

So how do you help a great brand like method rediscover their mojo? Stop talking about cleaning, and start talking about the fun of getting dirty.

Help people Fear No Mess.

Fear No Mess is the anti-cleaning campaign. It focuses not on chores, but on the fun of making messes. And not just any mess, but the most beautiful, weird, wonderful messes imaginable. All with the purpose of empowering people to live without the fear of dirty repercussions.

Since Fear No Mess is the antithesis of everything you know about cleaning ads, we couldn’t look like any cleaning ad before. So we hopped on a plane to Barcelona to team up with directors Lope Serrano and Nicolás Méndez, the duo better known as Canada.

Together we created beautiful messes that capture the imagination, tell crazy stories, and jump off the screen.

The magic of the Fear No Mess platform is that it’s versatile. The brand story comes to life just as well in video as it does in static design elements, such as dirty patterns used for banners and site skins.

When it came to print and social, we wanted messes that felt active and alive, as if the viewer paused the mess while it was happening.

Shot with Annabelle Breakey, the resulting still work looks just as native in a fashion magazine as it does in an Instagram post. And that’s exactly the point for a client that values design as highly as method.

Cleaning is boring. But with Fear No Mess, the category has a disrupting campaign threatening to make it fun for the first time in history.

© 2017 MUH-TAY-ZIK HOF-FER