Imagine never washing your underwear.

Now imagine that not being gross.

This was the tech innovation laundry service Rinse promised to the tech-obsessed San Francisco market. unleashed on the streets of San Francisco as a fake undie-tech-disruptor brand.

Leading up to one of the biggest days in San Francisco, Bay To Breakers, we teased this revolutionary invention with a social film and OOH across the city. It all culminated with a group of underwear-clad runners at the race letting people know that it wasn’t actually a tech innovation, but a promise that you never have to wash you'r underwear because Rinse will do that for you.

The activation led to the biggest one-week spike in site traffic Rinse has ever had. That’s a lot of clean underwear.