Integrated Campaign
Many people are unaware about the benefits of cold washing. We created a campaign, so that you won’t have to listen to your mom telling you how to wash. That’s The Cold Truth.
Objective: Encourage young adults to switch up old routines by washing on cold with Tide.
Work created for the 2024 AAF National Student Advertising Competition.
Brand Activation | Tide Sponsored Thrift Store
CW: Charlie Menk & Madeline Bray
AD: Carolyn Leon, Suhylah Sharif, Melody Vaughan
Young adults take some serious pride in the clothing they wear and also highly value sustainability. So naturally thrifting is the first thing that came to our minds.
What’s the first thing you do when you take home your thrift haul? Throw it in the wash.
We developed a brand activation that combines Gen-Zs love for thrifting with Tide’s new initiative for washing on cold all wrapped up at one of the most popular music festivals in the US - Lollapalooza.
Each thrift store item comes with a branded clothing tag with a sustainable packaged Tide laundry sample, cold washing instructions, and a QR code that leads to the Tide website. Customers also get to take home their new finds in a specially branded Tide cold wash tote.
And we threw in a Tide cooler bag, so they can keep their food and beverages cool while promoting our cold wash messaging.
AD: Gabe Molina
CW: Charlie Menk & Mia Moreno
Product Design: Suhylah Sharif, Melody Vaughan, Giorgia Mclean
Our care package is there for your as you embark on your journey of firsts - even if that means your first load of laundry at college.