THE DIAL MAKES THE DIFFERENCE
Switching one load from hot to cold with Tide can save enough electricity to power the average American home for an hour. That’s 90% less energy, 100% stain removal, and 75% less color loss compared to hot washes. Cold is better for the planet, and even better for your pants.
NOT TO AIR OUT DIRTY LAUNDRY BUT...
There's a reason "hot" is often followed by "mess." That's why we're giving Gen Z the cold truth exactly when and where they need it most: in dorm laundry rooms. Six college campuses across the U.S. will be equipped with Tide laundry machines, educating, tracking, and gamifying washing on cold. The coldest campus? A free Coldplay concert.
SECOND HAND DOESN'T NEED TO STOP AT SECOND
With Tide-branded tags on Goodwill items, Gen Z thrifters will learn the coolest way to care for their new finds—knowledge that’s put into action as Tide joins Goodwill to partner with New York Road Runners. Together, they will collect, cold-wash, and redistribute discarded warm-up gear at the New York Marathon, expanding Tide’s Loads of Hope initiative. Social, digital, OOH spots and even a live-streamed wipe-out event will drive people back to the microsite for more information.
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.