Beko - PractiClean

Product Activation

Make Peace with the Mess

The starting point for PractiClean was a simple, relatable truth: life gets messy — and that’s often when it’s most alive.

We wanted to create a campaign that embraced those moments — the ones filled with energy, spontaneity, emotion, and connection.

Whether it’s a dog charging through the house, a cat leaving its mark, snacks scattered during a football game, or popcorn flying mid-jump during a scary movie, the mess is just part of the memory.

This insight led us to a mindset shift: what if we didn’t just clean up after life, but made room for it?

Make Peace with the Mess became more than a tagline — it became a way of seeing the joy in the chaos, the warmth in the unexpected.

Each film captures a small, imperfect moment followed by a quiet, knowing smile — a reminder that a little mess is often the sign of a life being fully lived.