Tide: Change to Cold
For the 2024 National Student Advertising Competition, my team was tasked with encouraging people to change to cold for a better wash with Tide products. I was one of the team’s four presenters, and my role in the project was Art Direction. Use the arrows below to see the full breakdown of our Change to Cold campaign, which aims to remind people that change is good.
Guerilla Execution: Cold Zone Mockup
The Cold Zone is a guerilla component of the Change to Cold Campaign that proposes placing pop-up laundry-machine-shaped “Cold Zone” buildings on hot beaches and in festivals during summer. These areas would provide a chance for people to cool off while having a place for a photo-op related to their cold zone’s location. Inside each Cold Zone would be reasons to change to cold and a history of Tide’s innovation timeline that proposes changing to cold is the most recent key turning point in laundry history.
Commercials and social media video content
As part of the proposed Change to Cold campaign, Tide would send a gift box (as featured in the video) to popular influencers on Tiktok, Instagram, and Youtube and invite them to compete in the “Eat it or Wear It” challenge. This video is an example of the vision for this influencer activation.
30-second commercial
“Change is Good.”
Concept: Tide is a brand with a history that is not exactly endorsable by modern societal values. We play on this concept to allow Tide to appear self-aware and encourage people to change to cold. Just as Tide and the way people do laundry has changed, people should once again prepare for a change by changing to cold.
Social media short: Retro Jingle
This short was inspired by old Tide ads. Ads change, so does laundry!
Social media short: Back to the Future
Brendan was chosen to be one of Temple University’s four presenters for the competition. He and the team traveled to Pace University in New York City to present their campaign to a panel of judges from the AAF and Tide. Brendan received an award for most comedic performance during the pitch, which is kind of funny in itself because it was not exactly the award he hoped to win but at least it means the bit he came up with for the start of the pitch was actually funny.
