Lysol Laundry Sanitizer works by tackling the bacteria you can’t see, and the germs your detergent isn’t equipped to handle. To showcase this, Reckitt put it’s laundry sanitizer to the test, by creating the “World’s Stinkiest Sock”, showing that Lysol Laundry Sanitizer could conquer even the smelliest of challenges.

To bring the sock to customers, Momentum designed the “Lysol Lab” for the “World’s Stinkiest Sock” that activated at Fenway Park for a Red Sox vs Yankees game in October 2022.

From an integrated production standpoint, I was in charge of sourcing a vendor to handle digital registration and a solution to capture slow motion 4K reactions to the “World’s Stinkiest Sock”. The output would then be sent to consumers with a “stinkometer” overlay as a digital takeaway from the activation.

We sent 170 reaction videos to attendees, and managed a celebrity appearance from Rachael Dratch who was acting as a paid influencer for Lysol on the campaign. The activation was nominated for a Webby award and was reactivated the following year due to its success.