This multi-faceted campaign included a website, a viral “dirty” video, PR stunts, a mobile clothing donation drop-off with product sampling, and digital ads to support a product introduction. The concept and video treatment was developed collaboratively with the creative director, PR director and myself. I wrote and edited all of the copy for the website: an interactive quiz, laundry tips, and contest entry form and prize descriptions.
Upon receiving a cease-and-desist letter from a certain Oakland-based bleach manufacturer claiming to hold the trademark on all uses of a daisy and cleaning products, our team responded swiftly and publicly with a one-page microsite and video message from the founders. I wrote the creative brief and succinct site copy. Users could watch the founders’ message, vote whether or not a cleaning company should own a flower, see the current results and read a copy of the letter their lawyers sent. It was an earned media triumph.
Strategy, UX, copywriting, project management.
The quirky brand voice is equally as important as the efficacy (and sustainability) of the products and their innovative design.
method is known for pushing the envelope: balancing cheeky humor, how-to instructions, and, dare I say it, descriptions of disruptive cleaning "technologies."
It was an honor to contribute to the canon of method products.