BBH Singapore has come out with a brave new campaign called ‘Rinse & Repeat’, which gives a glimpse of a product straight from the middle of creative workings. Derived from true experiences in the agency, the initiative spells out the emotional roller-coaster experienced by the creative professionals as they battle for breakthrough ideas.
The campaign is centred upon a metaphorical soap product with special ingredients that stand for the creative trip – “lightly-salted tears” and “empathetic nods” – washing failures out of the road for the new beginning. “We made time for honoring the process that produces success,” said Sascha Kuntze, the Chief Creative Officer of BBH Singapore. And when we manage to reach, again, we do them all over again.
The cornerstone of the campaign is a raw poetic manifesto of the creative struggle in different stages.
- The first pressure of fixing deadlines and expectations that are high.
- Tiredness from revising and rejection of ideas
- Client feedback and budgetary constraints anxiety.
- The fatigue of late nights and weekend work.
- The triumph that has never occurred, which is related to rejecting an idea previously, and then the sudden fitting in of this idea.
