Bidetlity Campaign:
"Hygiene. Version 2.0"
While half-done things in life grab attention and spark judgment,
half-done hygiene goes unnoticed.
Bidetlity challenges the most unquestioned habit in the bathroom: toilet paper. While half-done things in life grab attention and spark judgment, half-done hygiene goes unnoticed, even though it leaves people incomplete, uncomfortable and far from clean.
The campaign exposes this blind spot by mirroring unfinished moments we instantly react to, then flipping the lens to the one place we choose not to look away from.
Through a premium, tech-launch-inspired reveal, Bidetlity is introduced as Hygiene. Version 2.0, not a luxury, but a logical upgrade that delivers precision, comfort and sustainability.
Because while some halves get shamed, half-clean shouldn’t.
Brand:
Nestea (Nestea Fusion)
Role:
Creative Direction,
Art direction,
Strategy,
Copywriting,
Digital,
Print,
Graphic Design.
Background:
For generations, toilet paper has been the unquestioned bathroom standard. But it’s incomplete — leaving people only half-clean, half-comfortable, and far from eco-friendly.
Bideltily is here to change that — introducing hygiene that’s complete, refreshing, and sustainable. Not a luxury, but a logical upgrade.
Insight:
Half-done things turn heads.
Half-done hygiene doesn’t — it goes unseen, unspoken, and unresolved.
In life, unfinished moments can be strangely captivating. A half-painted wall. A half shaved haircut. A mismatched outfit. They make us stop, stare and wonder.
But when hygiene is left half-done, no one looks twice. It slips under the radar — unnoticed, unspoken, and unresolved.
Big Idea:
Show how people point out unfinished things everywhere, but the one place it matters most, they look away.
Execution:
We make the invisible visible. We mirror the “incomplete” moments — half-done, unfinished, imperfect. Then we flip the perspective: the most overlooked half-done job is in the bathroom.
The reveal frames Bidetlity as Hygiene. Version 2.0 — presented like a premium tech launch, with the polish and drama usually reserved for the latest must-have device. It’s the ultimate upgrade in bathroom hygiene — precision-engineered, beautifully designed, and unapologetically modern.
Tagline:
In 1st phase: Some Halves Get Shamed. Half-Clean Doesn’t.
From second phase):
Hygiene. Version 2.0. (secondary copy)
“Precision. Comfort. Sustainability.”(from second phase)
Copyright ️️© Irinka Agurashvili