Laundry Smarts
This multi-faceted campaign included a website, a viral “dirty” video, PR stunts, a mobile clothing donation drop-off with product sampling, and digital ads to support a product introduction. The concept and video treatment was developed collaboratively with the creative director, PR director and myself. I wrote and edited all of the copy for the website: an interactive quiz, laundry tips, and contest entry form and prize descriptions.
laundrysmarts.com (no longer active)
Website and video: Cobra Creative
Vote Daisy
Upon receiving a cease-and-desist letter from a certain Oakland-based bleach manufacturer claiming to hold the trademark on all uses of a daisy and cleaning products, our team responded swiftly and publicly with a one-page microsite and video message from the founders. I wrote the creative brief and succinct site copy. Users could watch the founders’ message, vote whether or not a cleaning company should own a flower, see the current results and read a copy of the letter their lawyers sent. It was an earned media triumph.
votedaisy.com (no longer active) excerpt:
hi there,
our friends at clorox® sent us a friendly note (link to pdf) claiming that the use of any yellow daisy imagery is an infringement on their trademark. considering mother nature designed the daisy, not clorox®, we have a hunch she would object.
what do you think?
Website: Nerduo
Video: In-house
method products:
select projects
2010
Strategy, UX, copywriting, project management.
The quirky brand voice is equally as important as the efficacy (and sustainability) of the products and their innovative design.
method is known for pushing the envelope: balancing cheeky humor, how-to instructions, and, dare I say it, descriptions of disruptive cleaning "technologies."
It was an honor to contribute to the canon of method products.