Outdoor & Events

30-second Soap


Issue 55 | June 2020


_ and us

Creative Team

Founder and CCO Fadi Yaish Creative Director Sandy McIntosh Senior Art Director Camila Venegas Gomez

Production Team

Production Manager Serena Chemaly Content Production Black Box Animation Director James Elgie

Other Credits

Business Lead Mhmoud Jaber Client Lush Regional Retail Brand Manager Miche Whitehouse Lush Content & Brand Communications Sirin AIMasri Deliveroo General Manager Anis Harb Deliveroo Head of Marketing George Schempers Deliveroo Marketing Manager Issam AITermanini


May, June 2020


The World Health Organization has stated that washing your hands could slow the pandemic by up to 24%. They recommend that people wash their hands with soap and water for 20 to 30 seconds. However, research has found that people fail to wash their hands effectively 97% of the time – unknowingly leaving them at risk of infection.


‘30-Second Soap’ was a self-timing soap designed to completely dissolve after 30 seconds of vigorous use, the ideal time to make your hands clean and safe. A simple to use, one-wash soap that took the guesswork out of how long you should wash your hands.

Working with Deliveroo, the food delivery company with the UAE’s largest fleet of delivery drivers, Lush distributed 30-Second Soap for free across Dubai, while also making it available on their website.



Our Thoughts

Creativity is the fine art of solving problems. Now that agencies have been detached from thinking it is the singular artform of the thirty-second video they are beginning to get closer what it actually is. Fadi Yaish is someone we’ve followed closely at Directory over the years. Passionate, humble, a dreamer with his feet on the ground, he has founded an agency that sets out to solve problems. Like this.

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