404 NYC, New York City, New York


RISE & SET had the privilege to work with the iconic P&G brand, Mr. Clean, as it embarked on an effort to reenergize the brand with today’s consumer. As part of the effort, we designed and executed an elevated media launch event and formal casting call to kick off the nationwide campaign to find #TheNextMrClean. The event was held in New York City in a stark white venue highlighting the clean, crisp, aesthetic of the brand. As press filled the venue, people lined up outside in a custom built branded tunnel waiting for their turn to audition. Celebrity guest Kellan Lutz made a special appearance where his very own audition video was shown at the start of the event. Afterwards, Kellan gave some encouraging words to the hopeful men and women auditioning, and took part in interviews and pictures throughout the venue. The setup included a branded ‘Muscle Juice Bar’ where a variety of pressed juices and healthy snacks were served to guests by bartenders uniformed in white shirts and white pants. We created a custom “Encleanapedia” where guests could thumb through Mr. Clean’s history and set up a photo sharing booth where all guests could snap a picture of themselves as #TheNextMrClean and send them out instantly on social media.

Event Production - Hublot X New York Giants - Rise & Set Agency