Method, the environmentally-friendly cleaning product brand, is encouraging people to use its products because it makes them look good on social media, it claims in its first U.K.-specific advertising campaign.
The campaign, by London agency Mr President, carries the tagline "Look Good, Do Better," and creative shows a stylish, green-washed elderly woman recycling her champagne bottle, a female firefighter with great hair feeding her cat and a dapper gentleman polishing his trophy collection.
It's all filmed in a square format that gives a nod to Instagram, and the visual aesthetic highlights the bright colors and design values of Method's packaging. RBG6 directed the spots via production company Friend, with MPC working on post.
According to Jon Gledstone, partner and executive creative director at Mr President, the campaign taps into the idea of "narcissistic altruism" that sees people post images of themselves living ethically. “There is no compromise, you can do good and look good whilst doing it. Playing with this narcissistic altruism that is so prevalent in the world of social sharing, we developed a perfectly art directed 1:1 Instagram-friendly world, where people did good, but looked better.”
The campaign is running in the U.K. on video-on-demand, social and digital channel and will roll out in multiple markets across Europe in Spring 2019. Previously, Method had repurposed U.S. work for the U.K. market.