Let’s Close the Cleaning Gap with the Equality Bottle

Project 50/50 (#ParejasParejas) is a social experiment brought to life by influencers and starring a smart bottle—the first of its kind. Using Touch ID technology, this bottle knows who’s using it—and who’s cleaning more. The catch? Once one person cleans 50% more than the other, the bottle won’t work for that person until the slacker catches up.

We asked influencers to authentically document what happened in their home with the help of this intelligent technology so that we could get an unbiased view of how real couples are sharing-or not sharing-cleaning at home. Once the disparity was discovered, the bottle tried to equalize the situation by locking people out for too much cleaning, thus forcing the non-cleaners to pick up the slack. This fun, lighthearted competition of sorts paved the way for some real conversations around the gender-cleaning gap.

20.7M Impressions, 36K engagements, 797K views in three weeks