San Francisco–based advertising agency MUH-TAY-ZIK | HOF-FER’s “Fear No Mess” campaign for method espouses the idea that beauty exists in being dirty. The campaign creates amazing messes reflective of method’s bold, modern aesthetic. And because method effectively cleans up, consumers can be worry free about getting dirty. “Fear No Mess” aims to elevate what is typically a low-engagement category with arresting creative more akin to fashion than cleaning. Weirdly wonderful messes that capture our imaginations are paired with a lifestyle message encouraging consumers to adopt clean ingredients for dirty play. The video-driven OOH placements stop pedestrians in their tracks by presenting surprising Cinemagraph video loops, such as “Messy Dog,” in which each mess execution is seemingly endless and magical. The campaign highlights core products from method’s expansive portfolio, looking to raise awareness to support the brand’s consistent double-digit annual growth.
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