Mrs. Meyer’s
Clean Day
How does a grounded, no-nonsense cleaning brand from Iowa differentiate itself in a market full of brands with bigger budgets, more shelf space, and mundane claims? By getting back to its sweet-smelling roots, with a charming campaign featuring the Line Lady herself.
Rooted In Goodness gave a little brand like Mrs. Meyer’s a big platform as they looked to grow beyond the home care category into a “life care” brand — all while keeping their feet firmly planted in the garden.
Rooted In Goodness gave a little brand like Mrs. Meyer’s a big platform as they looked to grow beyond the home care category into a “life care” brand — all while keeping their feet firmly planted in the garden.
Responsibilities
Art Direction
Animation for Social
Brand Guidelines
Campaign Creative
Concept Development
Illustration
Team
Tham Khai Meng
Joe Sciarotta
Nancy Hannon
Gabe Usadel
Tereasa Surratt
Christine Montaquila
Krystyn Campbell
Steve Hahn
Connor Fleming
Lucia Vaughan
Tracy J. Lee
Julia Yellow
Matt Smithson
Mary Fran Wiley
Alixzandira Lloyd
Ogilvy Chicago
CCO, Worldwide
CCO, North America
ECD, SC Johnson
EDD
GCD, Mrs. Meyer’s
CD, Copy
CD, Art
CD, Design
Senior Designer
Designer
Designer
Animator
Director, Animator,
Igor + Valentine
UX Director
Content Strategist
2017–2018
Connor Fleming is a creative director and designer with 12 years of experience working in branding and advertising. He’s currently a Design Director at FCB Chicago as part of The Design Group.