Guests on Earth begins Unreal Clean campaign
By Derek Winkler
Guests on Earth, a Toronto-based maker of cleaning products, has begun an out-of-home advertising campaign called “Unreal Clean.” Developed by The Local Creative of Toronto, the campaign is intended to counter perceptions that “natural” cleaning products are not as effective as “chemical-based” products. It makes use of posters displaying a QR code that takes consumers to online artificial intelligence image generator Midjourney. Consumers will see the results for a search for images of clean kitchens and bathrooms. The posters are accompanied by digital ads and social media content, as well as product sampling. Public relations are being conducted by Heads & Tales. The campaign is running in Toronto.
“Instead of fearing AI, we wanted to find a way to incorporate it into our creative to elevate it and underscore the brand benefit,” said Josh Day, executive creative director of advertising at The Local Collective. “The ads empower consumers to directly engage with the brand and see its unique benefits for themselves.”