TIDE COLD WASHING CAMPAIGN
National 2nd Place Winners
Best Visual Design Craft Award
Semi-Finalists
District 1st Place Winners
The Texas Tech University Bullet Advertising Team competes every year in the National Student Advertising Competition (NSAC). Universities and colleges across the nation are given the same client and case brief to create a campaign that meets the brand's needs. This year, our client was P&G Tide Detergent. This is our creative, research, media, and promotions that was worked on.
Everyday Optimizers are overwhelmed amidst endless to-do lists, fearful of the unknown, and longing for significance. They are willing to embrace change, but only if it fits easily into their day-to-day, Tide offers a laundry solution they have yet to recognize, It's time to authentically connect with 18-35 -year-olds and emphasize that cold washing is a simple action today that can lead to a sustainable tomorrow. Texas Tech University invites Everyday Optimizers to experience the joy of tide fulness and help us spread the message, cold is in. Laundry is more than a chore. It's hope for a brighter, cleaner future. A future made possible with just a simple switch.
The time is now. The switch is simple. Turn the Tide.
If it's got to be clean, It's got to be TIDE
Print executions will feature exaggerated images of the target audience making an absurd attempt to keep clothes protected, clean, or save energy. Headlines will speak directly to viewers telling them there's a better way: simply switch to cold washing with Tide. It's an eco-venient solution to achieve multiple laundry goals all at once.
Out of Home, Guerrilla Advertisement, and Promotional Items
Video Execution
Campaign videos will show comedic scenarios of an Everyday Optimizer trying to keep their clothes clean, prevent color bleeding, and limit their climate impact. Similarly, short-form videos contrast a wacky, unrealistic "life hack", with the simpler option to was on cold.
Long Form Videos
Short Form Videos
Other print ideas that were considered
