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Over the summer of 2018, Alex Frost uploaded 48 videos onto YouTube where he submerged and unpacked ‘on-the-go’ products in water. The products included ready meals, snacks, protein shakes, vitamin tablets and energy drinks. These ‘Wet Unboxings’ went on to feature in 30+ articles online, found their way onto Indonesian TV and were listed on the meme hall of fame Knowyourmeme.com. In their energising and optimizing product selection and meme-like circulation, these videos captured the fluidity of life today.

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