Artificial intelligence and natural cleaning products don’t immediately seem like ideal companions, but eco-friendly home cleaning brand Guests on Earth are making the connection anyway.

In a new AI-led campaign called “Unreal Clean” (developed with creative partner The Local Collective), the Toronto-based brand is looking to dispel a common myth that natural cleaning products aren’t as effective as chemical-based ones. In the campaign, the brand shows people cleaning household spaces that are quite literally unreal, because they were generated by Midjourney.

“Using AI with Midjourney gave us an opportunity to play with the consumer barrier,” says Jackie Prince, co-founder of Guests on Earth. “It’s not just in an artificial world that you can experience a sparkling clean, gorgeous home – our products deliver a highly competitive unreal clean.”

“We want to reach an audience who are always thinking about the future ahead,” adds Josh Day, ECD at the agency. “Instead of fearing AI, we wanted to find a way to incorporate it into our creative to elevate it and underscore the brand benefit. The ads empower consumers to directly engage with the brand and see its unique benefits for themselves.”

That engagement is delivered through QR codes incorporated into the campaign, which is running in OOH across downtown Toronto and features posters showcasing specific Midjourney search prompts, such as “a clean spotless contemporary washroom with a view of a lake” or “a clean modern marble kitchen with sun shining through the window.”

When the codes are scanned, viewers are shown scenes generated by the AI to match the prompts on the poster.

“AI technology is all about engagement,” Day tells strategy. “It needs to start with a prompt and in the end, there is a visual reward.”

There is also a monetary reward, he adds, with the QR code also directing consumers to a landing page with a 15% off code for the brand’s products.

The campaign launched during the Toronto International Film Festival, which is “the perfect time to run an outdoor wild postings campaign,” says Prince, because “the city is vibrant with people out and about and thinking about the busy fall and winter of events, gathering and gifting.”