The Dial Makes The Difference.
Tide X NSAC X UO
Primary Objective
Get Gen Z and younger Millenials to Turn To Cold.
Secondary Objective
Build brand love.
Cold washing reduces electricity use and, consequently, environmental harm. This means money saved on utilities. Cold washing additionally yields a better clean and longer-lasting clothes, thus minimizing consumption of new clothes —environmentally and financially beneficial.
Our strategy team found that Tide’s target audience may be convinced by any one of these overlapping benefits. Instead of choosing one, we went for maximized impact and focussed on the overarching message: the power to choose change via a simple action. Whether it's for your pants, the planet, or both, turning the dial is an empowering choice.
The Best
A.D. &
Design
Team
Emma Ballman
Audrey Baughman
Avery Ensing
Sophia Fusilier
Gabriel Taylor
& myself
AdStar Awards for Best Creative Executions, Best Partnerships, and Best Male Presenter in District XI at the 2024 NSAC Competition.
