CLEANCULT
PROJECT
Cleancult
ABOUT
From founding to the fourth consecutive year of growth, we’ve helped CleanCult spread the gospel of cleaner cleaning products. From a founder story to a bright Midsommar-inspired cult classic. People don’t care how green you are unless you can show them how CLEAN you are.
SERVICES
Video Campaign, Marketing Campaign, Brand Audit, Ad Buying
WHEN CLEANCULT CAME TO US, THEY ASSUMED THEIR TARGET AUDIENCE WAS ONLY COASTAL MILLENNIALS. WHILE TESTING DURING OUR POST-PRODUCTION PROCESS BEFORE WE OFFICIALLY RELEASED THE AD, WE FOUND EVERYONE LOVED CLEANCULT (ESPECIALLY MOMS IN THE MIDWEST). OUR FIRST AD FOCUSED ON THE FOUNDING STORY WITH ZACH AND RYAN. PEOPLE WANT TO TRUST THE PRODUCTS THEY BRING INTO THEIR HOMES, AND WHAT DOESN’T BUILD TRUST BETTER? THAT’S RIGHT! AFTER TRUST FALLS, IT’S INFORMING YOUR AUDIENCE!
FOR OUR SECOND OUTING, WE WANTED TO REINFORCE THE BRAND. THAT’S WHEN WE CREATED CLEANCULT’S CULT OF CLEAN. WITH OUR CHOSEN CONCEPT, THERE WAS A DELICATE BALANCE WE HAD TO STRIKE; REFLECT ON THE BRAND POSITIVELY WHILE MAKING A POTENTIALLY DARK SUBJECT PLAYFUL. EVERYONE ON OUR TEAM, WRITERS, PRODUCERS, POST-PRODUCTION, AND MANY OTHER SUPPORTING HANDS, CAME TOGETHER TO MASTER SAID BALANCE AND DELIVER ONE OF OUR FAVORITE VIDEOS. WE DON’T KNOW IF WE’RE MORE PROUD OF THE AD’S FEATURE IN ADWEEK OR THE CEASE-AND-DESIST LETTER FROM THE CHURCH OF SCIENTOLOGY.
