Hand Washing Socializing

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Challenge:

Making new friends now is harder than people imagine. It is even more for many shy and reserved Chinese. How to break this social barrier and help them take their first social steps is our challenge.

Idea:

In order to break this social barrier, we created a "little accident". We modified the washbasins of the "Painting" bar in Beijing. When you reach out to the automatic sensor faucet, it doesn't turn on, but the faucet next to it does. To wash your hands, you need someone else to extend a "helping hand." Hand washing is no longer just hand washing, it has become an opportunity to break the social barrier.

< Case Video >

Result:

The hand washing socializing event took place on March 12, 2023 at the "Painting" bar in Beijing. The event lasted for one week, with nearly a thousand participants. Event video has been viewed more than 1 million times one week, and reported by 16 media. The brand's favorability has increased by 30%.