KitKat Grand Break
What if the break came at 300km/h ?
Ajax: The Art of Mess
VML Paris subverts cleaning tropes with a fictional reality show celebrating the beauty of real, lived-in homes
- Office
- France
- Client
- Ajax
Ajax and VML Paris challenge the spotless-home obsession with "The Art of Mess with Carie," a parody reality show that embraces the chaos of real life and reassures viewers that cleaning up is easy with Ajax.
To break through the clutter of idealized cleaning content and connect with consumers on a more authentic level, showcasing Ajax as a brand that understands and supports real life.
"A real house is first and foremost a place full of life, and life is never impeccable." The campaign is inspired by the idea that embracing a little chaos can unleash joy and strengthen bonds.
Create a fictional reality show that parodies the genre, celebrating the "art of mess" and demonstrating how Ajax products make cleaning up afterwards simple and stress-free.
The campaign aims to increase brand awareness and engagement by positioning Ajax as a brand that understands and celebrates real life, ultimately driving sales and brand loyalty.
