washing clothes in cold water is a win-win for the environment and fabric longevity. but cold water doesn’t kill stinky bacteria. So fresh laundry can start smelling pretty rough without an additive sanitizer. we partnered with lysol r&d to create a sock so stinky no one would ever forget to use laundry sanitizer again—then we built an experience outside of fenway park to let people smell it. We captured their stink-face reactions, laundry sanitizer market share, and a few awards.