Method
Gen Z calls everything toxic. Relationships. Screen time. Group chats. Everywhere except the bottle under the sink. This campaign borrows the word and points it at the one thing it was literally built to describe. A three-part OOH series for Method that hijacks phone culture and redirects it at the actual poison under every kitchen counter.
Client
Miami Ad School
Role
Art Director
Year
2026
The fact
Most cleaning products contain chemicals that are harmful to you. People know this. The green aisle still feels like a scam — lavender scents and organic logos do not inspire confidence when you are facing mould, stains and odours.
The insight
Gen Z calls everything toxic. Relationships. Screen time. Group chats. The word lives in every text, screenshot and screen-time alert. The metaphor feels urgent. The product never does.
The one place the word is never used is the bottle under the sink — the only thing it was literally built to describe.
The idea
Hijack the word Gen Z uses for everything, then point it at the one thing it was built for. Own the language, own the category.
The executions
Three OOH placements, each borrowing a different flavour of the word. Your toxic ex won’t change. Your cleaning products should. Your situationship is toxic, your group chat is toxic — your cleaning products shouldn’t be. Doomscrolling is toxic; your cleaning products shouldn’t be.
The art direction runs the language back through the medium it came from: iMessage bubbles, typing dots and screen-time cards, blown up to subway scale.
Beyond OOH
A limited TOXIC packaging drop with a bottle wrap shaped like a message bubble, a TikTok prompt asking people to name something toxic in their life, and Target endcaps that turn the shelf into the subway. Method becomes the non-toxic default in a category where nobody else is having this conversation.