The Car Wash™ Show 2023 Concept

How it started: The Car Wash Show™ needed a fresh, consumer-oriented creative concept for 2024—one that would differentiate the experience from previous years while reflecting the industry’s innovation and ambition. Building on a long-standing tradition of referring to the event as “The Show™,” the concept needed to be flexible enough to highlight both the features and outcomes of attending while maintaining the brand’s direct, fun, and approachable personality.

How it ended: Coming off what many deemed the best event in the show’s history, the aim was to build on that momentum with a bold, engaging creative concept. Rooted in the industry’s innovation and ambition, this campaign continues the tradition of positioning the event as The Show™—not just a trade show, but a place where possibilities unfold. Through playful, relatable language, the concept answers a key question for attendees and exhibitors alike: “This is why you need to be here.” A car wash is more than brushes and soap. And The Car Wash Show™ is more than just a trade show—it’s an experience, an opportunity, and the ultimate hub for industry growth.