A welded steel raft and two bottles of mouthwash: The azure blue color of the antiseptic is in stark contrast with the black metal and is reminiscent of a dreamy tropical sea view. The raft has many connotations to voluntary and involuntary travels at sea. In combination with the disinfectant, the raft evokes a romantic world while the background of the product also refers to the commodification of hygiene. This is Philips smoothly playing with the psychological principles applied in advertising. If our behavior is controlled through ‘force-feeding’ solutions for created problems, then so is our perception of social issues. In that sense, the image subtly refers to a specific form of framing in which the ‘enemy’ is portrayed as inferior based on cultural differences such as religion and politics as well as hygiene. This small sculpture was developed on the periphery of the monumental work Keelhauling.

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