Today, Method, a leader in design-driven home and personal care products, is bringing its signature creative optimism to a new integrated brand campaign, ‘Method for Change’.
For 20 years, Method has been a pioneer in the cleaning aisle with their future-friendly products, on a mission to make change joyful, everyday and addictive so that every single person will want to be part of it. If cleaning can look good, smell good and do good, what other little acts can create outsized change?
The smile-inducing campaign centers around the insight that people are looking for ways to do good for the planet and each other, but don’t know where to begin. Method aims to show that anything is possible with a little creativity and the power of community.
In the span of two decades, Method has re-imagined and created disruptive designs, from their first soap bottle made from 100 percent recycled plastic to the most recent refillable bottle made from aluminum. Their products have always inspired not just industry-change, but a sense of community for people who are looking to do more to act on their values, even with small choices like what hand soap they use. This campaign is meant to inspire that contagious curiosity that blooms when you imagine new possibilities and take the first simple step towards making them a reality. Method is inviting a broad community into their mission of building a better, more fulfilled world by bridging intention and impact and putting change within reach of everyone.
Set in the streets of New York, the campaign film, titled ‘Must I Evolve? Method for Change’ depicts a transformative foam party with Method at its source. Viewers are immersed in a riot of colour as the foam turns a stressed city street into a joyful block party — brought about by the simple, daily act of dishwashing with Method. The energetic, dancing crowd is composed of diverse characters that reflect a true community of Method changemakers.
The work is set to the powerful lyrics of “Must I Evolve?” by renowned musician Jarvis Cocker and his band JARV IS. The towering organ drone, chanted lyrics and rumbling percussion play into the sustainable message of the work, encouraging us to make a change for good.
Beyond the launch film, the campaign content will usher in a refreshed look and feel for the Method brand, featuring the playful and premium work of photographer Bobby Doherty.
Method partnered with UK-based creative studio Uncommon to concept and produce the campaign which includes the two-minute anthem video, a mix of streaming TV, programmatic digital, print, and social media. The film, directed by Jonathan Alric of The Blaze through Iconoclast, and the supporting content will grab consumers’ attention and connect Method to a global audience through a thoughtful media plan crafted by OMG and inspired by consumer behavior changes of the past year.
On social media, Method will release a suite of social stories shot on iPhone that capture the foam party as if it were a real event, alongside playful social stickers. Method will also invite future changemakers to join in on the movement with the hashtag #methodforchange as they answer the central question: “what can we do today to create a better, brighter tomorrow?”
The integrated campaign will run from July 2021 across the US and the work will also launch in further markets, including the UK, later this year.
Project name: Must I Evolve? Method for Change.
Creative Studio: Uncommon
Director: Jonathan Alric from The Blaze
Prod Company: Iconoclast
DOP: Paul Özgür
Prod Company Producer: Jane Lloyd
EP: Guy Rolfe
Editor: Adriana Legay at Stitch
Sound & Music: Soundtree
Sound Design & Mix: Henning Knoepfel
Additional Music: Ben Jones & Luis Almau
Music Supervision: Neil Athale
Music Track: ‘Must I Evolve?’ by JARV IS…
Grade: Matthieu Toullet at MPC
Post Production: Framestore
Flame Lead: Paul O’Brien
Post Producer: Ben Stell