When a Brand Washed Its Way Into Festival History

In 2007, brand activations at festivals were mostly banners and freebies. For Wrangler, we wanted more something that felt real, useful, and true to their This is Wanted campaign about independence and authenticity.

The idea: a mobile laundromat at Lowlands Festival. As project manager for Contain.r, I turned the concept into reality from the design and detailing of the laundromat to making sure it was built on time and within budget.

We transformed shipping containers into a working American-style laundry with washing machines dand a laudromat crew. Festivalgoers could swap dirty clothes for clean Wrangler overalls.

Over 2,500 washes in three days. €1.2 million in media value.No hashtags. No TikTok. Just a genuine idea that made sense and made history.