The internet gets obsessed with some crazy things. Wipe or Wash? Is one of them. But for hygiene start-up, Bidetlity, an internet obsession is fuel for another provocative campaign that gets people talking – like its “lips” campaign, Clean Kiss, last year (see below).

Bidetlity turns western bathroom habits into a surreal nightmare called The Wipermare. The film presents a world where people smear dirt around instead of washing it off with water. Cars. Dishes. Floors. Everyone behaves as if it’s completely normal. Which starts feeling disturbingly familiar. If water is the obvious solution everywhere else, why is intimate hygiene treated differently?

The film ends with an obvious – but by then imperative – thought:

“More than 70% of the world already cleans with water,” stated Corinna Jänsch, head of brand at Bidetlity. “But in many Western cultures, intimate hygiene is still oddly stuck in the past. We wanted to take that logic out of the bathroom and expose how absurd it suddenly feels everywhere else.”

The Wipermare continues pushing the conversation further into mainstream culture using satire, discomfort and internet logic – and AI production as a tool for cultural absurdity.

The film was created entirely using generative AI to build a world that feels familiar enough to be believable – and wrong enough to become unsettling. AI direction and art direction were led by award-winning director and prompt artist, Axel Schilling, in collaboration with Berlin production company, LeBerg.

“In online discussions, people often explain the logic with a simple comparison,” commented Marco Obermann, managing creative director at creative production company, LeBerg. “If a bird pooped on your shirt, would you smear it around with dry paper or wash it off with water? Generative AI allowed us to push that thought experiment into a surreal version of everyday life until the absurdity became impossible to ignore.”

The campaign launched with a hero film, the dedicated campaign site wipemare.com, and a series of social shorts across YouTube, Instagram and TikTok.

Credits:
Client: Bidetlity
Head of Brand: Corinna Jänsch
Creative & Production Agency: LEBERG 
Managing Creative Director: Marco Obermann
Director & Prompt Artist: Axel Schilling