🇺🇦
Select press:
MUSE: At Bathtub Creative, a Glimpse of Agency Life in Ukraine Today
AdAge: Agency News You Need to Know
Adweek: Curiosity Launches Bathtub Creative to Support Ukrainians in need.
LBB: 'Bathtub Creative' Launches to Provide Support and Raise Donations for Ukrainians in Need
LBB: Cannes Contenders
Contribution: concept, website copy, social copy
🧼
A fictional agency based on Ukrainian citizen’s real-life working conditions.
Most of us have never lived through an invasion of our home country. But many of us have been forced to be resilient in the face of powerlessness and fear. Using that emotional touchstone, we wanted to make the daily lives of our industry friends in Ukraine feel more real to our audience. Bathtub Creative’s homepage was crafted to mirror Ukrainian resilience in the face of absurdity. In collaboration with some of the bravest partners I’ll ever get to work with, we built a platform for their story to unfold.
(Funds generated by Bathtub Creative are currently being put to use for sleeping bags, flashlights, and hygienic supplies to help citizens in the deoccupied Kherson make it through a winter where power outages caused by Russian bombings are a daily risk. Click here to see how you can help.)
Absurd situations call for absurd ideas.
In 2022, coverage of the invasion in Ukraine was non-stop. Our team was mindful of not simply adding to the media noise unless we had something new to say. So when Ukrainian PR pro and anti-propaganda activist Julia Petryk asked our agency to help ensure her story – and the story of millions of Ukrainians – wasn’t forgotten, images of her and people like her working from the discomfort of their bathrooms caught our attention.
A dip into the execution.
We designed Bathtub Creative as a way to help people feel and better understand what was going on.
How?
By creating a ridiculous ad agency that was set apart by two things. 1.) All employees work in bathtubs. And 2.) They wish they didn’t have to be open.
As you scroll through the homepage, you learn what it’s like to work in this situation before ultimately finding out why Bathtub Creative’s workforce has been forced to work in uncomfortable conditions.
Activation: Spreading the word.
Like any agency trying to introduce itself, LinkedIn was a natural place to get the word out. No one had heard of our new Bathtub-based agency. But plenty of people from around the industry know the people from Curiosity.
So we had everyone at our agency add jobs at Bathtub Creative. As new job alerts flooded our network’s notifications, word got around fast. Media contacted us in minutes.
We knew if we used Bathtub Creative’s hiring spree as a device to get our audience to the homepage, it would only take a few seconds for people to be inspired to give.
Additionally, we declared 12/20/22 #WorkFromTubDay and donated $1 for every tagged photo of participants working from their bathtub.
For the full saga, give Bathtub Creative a follow on Instagram and LinkedIn.
Soap — our agency mascot and merch we sent to those who made donations.
