Mr. Clean - Mistakes Happen
Some mistakes stay with you.
Others don’t have to.Mr. Clean erases the ones that can be fixed.
Role: Art Direction, Concept Development, Copywriting
Activation Concept
The campaign extends from social storytelling into physical installations. After inviting people to share things they wish they could erase, the experience flips the idea, offering the chance to erase things that you can actually erase.
Featured Activations
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The activation begins on social media through short, satisfying videos that highlight the instinct to fix visual imperfections. Using misaligned patterns, subtle disruptions, and small “mistakes,” the content invites viewers to watch, and rewatch, the act of erasing and restoring order. These videos establish the behavior and visual language that carries into the physical installations.
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Small-scale installations appear in public spaces, each featuring a familiar visual imperfection, misaligned patterns, irregular repetitions, or subtle disruptions, designed to trigger the instinct to fix. Each display is paired with a Magic Eraser encased in glass and labeled “Break if you want to erase.” When participants choose to intervene, the surface cleans, restoring order and reinforcing the product’s role in moments we can’t help but correct.
The activation focuses on small, instinctive mistakes, creating a contrast with the more permanent, human mistakes explored in the print work.
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Social interaction: Drives instinctive participation through satisfying, shareable moments that invite people to intervene and “fix” visual imperfections.
Content opportunities: Creates loopable, organic content through erasing actions, reactions, and before-and-after moments designed for social platforms.
PR potential: Repositions a household product as a cultural touchpoint by tapping into universal behaviors around control, order, and the urge to correct.
Not everything can be erased.
Language Adaptation
This campaign was adapted into Spanish with a focus on preserving tone rather than literal translation. The Spanish copy reframes the message to feel natural, direct, and emotionally resonant, maintaining the contrast between what can be cleaned and what cannot truly be erased.