TURN THE DIAL TO TIDE COLD WATER WASHING
For the 2024 National Student Advertising Competition, UO's Ad Team was tasked to encourage Gen Z and young millennials to wash on cold with Tide. As cold water washing saves energy and our audience is eco-friendly, it was clear this had to be a sustainable campaign. Still, through our research, we quickly realized that it needed a little incentive. Our audience cares about the planet, but they also care about their pants. And, they can protect both with cold water washing.
THE DIAL MAKES THE DIFFERENCE
Just as easy as turning off the lights, switching the dial to cold can preserve your race kit, your new vintage sweater or electricity in Husky Stadium. We partnered with Depop, Goodwill, NY Road Runners and colleges across the nation to meet our audience where they're at, solidify this message, and then link them back to our microsite for more information.
A 70% DIGITAL CAMPAIGN
For all of our executions, we have digital placements, highlighting how cold water washing can help you, and sharing information about/streaming events. Just check your email for updates on your free concert with Coldplay if your college is the Coldest Campus (washes on cold more than any other school). Or log onto Twitch to watch your favorite celebrities compete in a wipeout-style event dedicated to raising awareness about washing on cold.
ROLE: ART DIRECTOR, DESIGNER
AD/Design Team: Sophia Fuselier, Audrey Baughman, Avery Ensing, Sydney Burdick, Gabe Taylor. All other areas: UO Ad Team <3. This campaign won the AdStar Award for Best Creative Executions and Best Partnerships in District XI at the 2024 NSAC Competition.