When Touchland asked us to make a provocative, controversial hand sanitizer campaign in 2021, it felt like a tall order. So we did our damndest and said what we’re all thinking: that we miss the before. And as the hand sanitizer brand, we want you to be able to touch like in the before. Like, let’s encourage the people who are really fervently bouncing back to their normal lives to maintain some of the good practices we’ve learned, right? And let’s sexualize it for good measure. But, of course, as luck (or, you know, anti-vaxxers) would have it, in the literal five weeks between shooting and launching the campaign, the Delta variant spread exponentially. Alas, we launched a campaign that literally says, “We want you to touch like in the before,” featuring really hot people doing really hot things at an underground party in the city amidst the climb towards the third wave of this pandemic. Ask for controversy and ye shall receive. But the message holds true: We *can* live life sensorily, curiously, passionately, and fearlessly, without being reckless. 🧠💕