Have you ever seen burnout turned into bar soap?

Creative agency BBH Singapore has launched “Rinse & repeat,” a conceptual product that blends personal catharsis with a satirical tribute to the creative grind.

Styled as a soap bar, the project is a metaphorical nod to the emotional toll of working in the industry and a celebration of persistence as the defining trait of creative professionals.

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Born from the lived experiences of BBH Singapore’s own creative team, “Rinse & repeat” unpacks the unseen, emotional side of the creative journey. It is a campaign about the endless cycle of ideation, rejection, and rework that leads to the occasional moment of breakthrough.

The idea takes shape as an actual soap made with an organic base and a mix of tongue-in-cheek ingredients including “lightly-salted tears,” “empathetic nods,” “a chorale of grunts,” and peppermint.

The product is accompanied by a poetic and sharply written creative manifesto. It reads like the inner monologue of an advertising professional trapped in an endless loop of impossible briefs, vague client feedback, and last-minute wins. The tone veers from humorous to raw, echoing the highs and lows of agency life.

Part of the manifesto reads "Brief in. Breathe out. ‘The timeline’s tight on this one’. No doubt. Research. Research your research. Terrorising territories. Catch that trend. Too late. ‘How can we tackle Gen Zs?’. ‘TikTok?’. Slipshod. Break the mould. Break into culture. Question deeper. Clients clueless. Then why try to rule us?"

"Builds after builds. Everything from ground up. Three freshly-squeezed ideas to the table. Not feasible. Not feasible. Not good enough. ‘Go crazier, think bigger’. Take it back to the drawing board. Decks up to your neck. Impossible to crack. That one condescending remark. Gaslit. Toss and turn. Always firefighting. Watch me burn. Micro-managed. Feelings damaged," added the manifesto.

More than a novelty product, “Rinse & repeat” is a piece of creative storytelling designed to speak to everyone who has ever pitched an idea, second-guessed themselves, and powered through yet another round of feedback. It reframes creative struggle as something honest, collective, and, above all, worth repeating.

“BBH Singapore is a creative workshop. We love making things. We love to create,” said Sascha Kuntze, chief creative officer at BBH Singapore.

“In this case, we took a bit of time to honour the process, the journey that leads to success. And when we finally get there, we do it all over again," he added. 

BBH Singapore, which is a part of Publicis Groupe, was established 27 years ago, helping brands resonate with an "ad-verse" generation by fueling fandoms and sparking cultural moments.

Earlier this year, the agency appointed Stéphane Missier as chief strategy officer, replacing Chris Chalk, who left the agency in December last year. Within his new role, Missier will lead a team of 12 strategists and work with clients including Samsung, Nike, UOB and Income Insurance.

In February, Samsung launched a global marketing campaign for its Galaxy S25 Series, created by BBH Singapore. The campaign positions Galaxy AI as an essential companion in users' everyday lives, aiming to reinforce its role as an intuitive and indispensable tool.

It includes a hero film launched at Galaxy Unpacked, six feature commercials, and an expansive social content ecosystem designed to engage audiences across multiple platforms.

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