Mr Muscle: Project 50/50

Brief:
Mr Muscle want to make cleaning as easy and effortless as possible - this goes for everyone.
So, when they discovered that in most households one person does more of the cleaning than the other,
AND that this tension results in the breakdown of relationships, they jumped in to stop people arguing and
get them talking.

Idea:
Working with influencer households, we used cutting edge technology to gamify the cleaning disparity and
shine a light on the situation as a whole.
Each family was given a ‘smart’ spray bottle of new Mr Muscle Platinum - the bottle was unlocked via their
thumb print, meaning we could track who did the most cleaning.
Each family created their own content in their own unique way, sharing their journey with their followers over
the course of a week.
Retargeted short-form assets allowed us to showcase the benefits of the new product and direct consumers
as to where they could pick it up.

Result:
In the month the campaign launched, sales rose by 66% compared to the month prior.

Role:
Creative Director

Copy - Ev Johnson
Art - Joe Brown