There is so much worry in the world. Even doing good is a worry – Am I doing enough? Am I doing what’s right? Is everyone else doing what they should? Will my little bit of good make a difference?
Method home and personal care products is injecting a new thought into the world – make the good fight good fun – led by a joyful anthemic film (actually a smile-inducing jolt you out of the daily grind music video) by Uncommon Creative Studio. The film is set to the lyrics and the powerful beat of, Must I Evolve? by Jarvis Cocker and his band JARV IS. Its positivity is contagious. Its sense of community is inspiring.
The full campaign gives Method ownership of the answer to the problem of wanting to do good for the planet but not knowing how to. For Method, anything is possible with a little creativity and the power of community.
Behind the campaign are two decades of reimagining home and personal care products, from its first soap bottle made from 100% recycled plastic to the most recent refillable bottle made from aluminium. The campaign is meant to put change within reach of everyone.
Beyond the launch film, Uncommon’s campaign content introduces a refreshed look and feel for the Method brand, featuring the playful work of photographer, Bobby Doherty.
Supporting the two-minute anthem video are 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 aim to connect Method to a global audience through its media plan crafted by OMG and inspired by consumer behaviour changes of the past year.
In social media, Method will release a suite of stories shot on iPhone, that capture the foam party as if it were a real event, accompanied by playful social stickers. Method will also invite future changemakers to join the movement with the hashtag, #methodforchange, as they answer the central question, “What can we do today to create a better, brighter tomorrow?”
The full campaign will run from July 2021 across the US and the work will also launch in further markets, including the UK, later this year.
Credits:
Client: Method
Creative Studio: Uncommon
Production Company: Iconoclast
Director: Jonathan Alric from The Blaze
DOP: Paul Özgür
Executive Producer: Guy Rolfe
Editor: Adriana Legay @ 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 @ MPC
Post Production: Framestore
Flame Lead: Paul O’Brien
Post Producer: Ben Stell
