RINSE

WE DREW A DIRECT
LINE BETWEEN
LAUNDRY AND
GREATNESS TO
INTRODUCE RINSE
TO A NATIONAL STAGE

It takes 10,000 hours of practice to become an expert at anything. The average person spends 3 hours a week doing laundry. That’s 3 hours a week, every week that could be spent on perfecting the foxtrot, or mastering your mother’s flan recipe, or learning Mandarin. Or teaching exchange students the foxtrot, in Mandarin before treating them to a truly great flan.

That’s where Rinse comes in. They can pick up your clothes, expertly clean them and deliver them straight to your doorstep. With their first brand platform “Time to be Great”, we helped position Rinse as more than just a laundry service. Rinse is a life hack for those pursuing their fullest potential.

  • Subway platform with an electronic advertisement display showing a man reading a book and promotional text about laundry. People are walking past, and a train with the number 4151 is at the station.

  • Advertisement in an airport terminal showing a woman walking past an airplane window in a jet, wearing sunglasses and a hoodie, with text about laundry and effortlessness.

  • Billboard on a city building showing a person watering plants indoors with text about converting apartments from concrete to jungle for laundry.

  • Billboard on a city street featuring a woman playing piano inside a cozy room with a large window. The billboard text reads: 'Conquering Chopin's Concerto No. 2 in F Minor to Impress the In-Laws Takes Time. So does laundry. We'll take the laundry.' Branding at the bottom right says 'Rinse. It's time to be great.' The surrounding scene includes store signs for Planet Hollywood and Garden Inn, with pedestrians walking and cars parked below.

Article headline about advertising saying 'Rinse's charming ads say greatness starts with not doing laundry,' with a photo of a woman with curly hair and gold earrings against a gold background.

“Rinse, the laundry delivery company, is stepping into its most ambitious brand effort yet with “Time to Be Great,” a multi-channel campaign from Bandits & Friends that marks a shift from functional messaging toward a more emotional and imaginative identity.”

“Betka said she was drawn to Bandits & Friends for its emphasis on narrative, emotional resonance and imaginative storytelling. The creative leans away from product features and toward small, human moments, reflecting a belief that modern audiences respond to brands that acknowledge the complexity of everyday life with humor and empathy.”

Client: Rinse
Work: “Time to Be Great” (first brand platform)
What we did: Brand Platform / Campaign
Recognition: Radio Mercury Awards
Press: Ad Age