RINSE

WE LAUNCHED A
FAKE TECH
INNOVATION IN
UNDERWEAR TO
TALK ABOUT A REAL
LAUNDRY SERVICE

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.

  • Large advertisement on a wall in a shopping mall showing a close-up of a man holding his waistband, with text that reads 'Finally, underwear you never have to wash.' A QR code is also visible on the advertisement.

  • Large electronic display board at a transit station showing an advertisement with a close-up of a man's torso in underwear, and text that reads 'Finally, underwear you never have to wash.' The display also shows the current time, temperature, and transit information. The station has glass doors and a modern architectural design.

  • A subway platform featuring an advertisement for underwear with the text "Revolutionary. In Brief. Underwear You Never Have to Wash." and a partial image of a woman's midsection in white underwear.

  • Group of people standing and sitting in an outdoor urban park during a protest or demonstration, with buildings and trees in the background.

  • Back view of a woman wearing a sleeveless white shirt with the text 'Ask me about the underwear you never have to wash' and a QR code on it, at an outdoor event with other people and signs.