Wet Ones has covered the streets of New York with a cheeky new campaign which turns fingers into bare bottoms.
The work, created by advertising agency BBH USA, uses fingers, palms and knuckles to create the illusion that street-goers are looking at something completely different.
It follows a recent OnePlus study which discovered over half of Americans are using a hand wipes in an intimate area.
It also comes as flushed wipes cost US clean water utilities an estimated $441 million every year in maintenance, equipment damage, and repairs.
Despite New York City transit declining to run the ‘Just For Hands’ OOH underground, Wet Ones continued forward and placed the campaign above ground on on street-level screens, bus shelters, wrapped buses and in Times Square.
And that’s not all.
Interactive ‘Take a Wet Ones’ walls also place the campaign directly into consumers’ hands, so those on the go can take a wipe with them.
And those wanting to see their ‘cheeks’ in Times Square Fans can enter a social-first challenge by creating and sharing their own “hand butt” interpretations on Instagram and TikTok.
Those wanting to participate can check criteria on the Wet Ones site.
