BBH Singapore launches ‘Rinse & Repeat’: a raw tribute to the creative grind

BBH Singapore has launched Rinse & Repeat, a heartfelt and unflinching tribute to the creative journey. Inspired by the personal experiences of BBH’s own creatives, the project shines a light on the often unseen struggles that define a life in creativity — rejection, self-doubt, and the relentless pursuit of originality.

While Rinse & Repeat stems from stories within BBH, the themes resonate far beyond agency walls. These are universal challenges — familiar to every designer, writer, artist, and creative maker. Each story weaves together moments of vulnerability and resilience, ultimately pointing to one powerful insight: persistence is power.

In addition to the organic soap base, ingredients include lightly-salted tears, empathetic nods, a chorale of grunts, and peppermint.

Sascha Kuntze, Chief Creative Officer, BBH Singapore, said: “BBH Singapore is a creative workshop. We love making things. We love to create. 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.”

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.

Re-jam. Brain’s jammed. New zaggy-zag ideas. Clients shiver. ‘Not this crazy!’. No guts. No budget. No vision. Think again. Rig and re-jig. ‘It’s good, but’. Goddamn buts. Three more rounds. Hide this slide, and that. Graveyard. Grief-stricken. Imposter syndrome.

Ok restart. Coffee. Need coffee. Just IV drip that shit. Round eighteen? Lost count. Timelines. Timesheets. No time. What a mess! All lathered up. Anxiety bubbling. Just wash it off. Stagnate. Nights end late. Ah, close! But not quite. ‘Needs more craft’. Just pour me a draft. Tearful client calls. Battle-hardened souls. Weekday nightmares. Weekend horrors. Grind not unwind.

Budget cut. ‘No wiggle room’. Frankenstein-ed ideas. Option A with a little bit of B and C. Ugh. Watered down. So very watered down. Produce the reduced. Just grit your teeth. Bite down on mediocrity. Job number PAIN008.

Exhaustion kicks in. Eyes blurry. Mind’s in a flurry. Entering the last call. Feels like the last straw. It’s now or never. Everything’s in a limbo. Until someone says ‘Oh bingo!’. ‘What about that idea about the duck?’. The air stiffens. The whole room whispers. ‘The duck?’. What the f*ck!. Disbelief. Better not be some wild goose chase. The duck was 46 days old. Six feet under. Buried in the third drawer. Zombie duck. The resurrected duck. They picked the wildcard. Eyes clear up. A little glimmer even. Nights and nights on end. We see the light of day.

Back to the grind. Double the hustle. Crafted to death. A masterpiece to be. The applause is near. The peak’s right here. Grit again. Dealt with dirty. Results worth it. It’s almost complete. The final countdown. Three years. Two days. One last gasp. Names etched in gold. Headlines. Stacks of headlines. Clients pleased. All depts appeased. We’re all grinning. Award-winning. Ah. Now rinse and repeat.

Credits
Chief Creative Officer: Sascha Kuntze
Executive Producer: Wendi Chong
Creative Director: Sid Lim
Senior Art Director: Christine Lim
Art Director: Jonathan Lim
Copywriter: Enkainia Lee
Production agency: Sweet Chaos Bangkok
Photographer: Vincent Ng
Editor: Tammy Quah