TIDE.
2024 NSAC
Awarded best creative and media
Tide asked us to create a multi-touchpoint campaign around increasing the loads of laundry washed in cold water in the United States.
Cold-water-washing saves energy and money, increases clothing longevity, and is better for the environment than washing in hot water.
So we asked ourselves: Is there a way to include all of these reasons and maximize campaign reach?
Yes. By spotlighting the laundry dial.
Coldest campus.
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Coldest campus app
We designed an app that is compatible with existing smart washers, providing laundry tips, energy-saving rewards, an informational tag scanner, and friendly competition between dorms and schools to be the coldest campus. Most importantly, students must download the app to use a washer, meaning they get the cold, hard truth each time they throw in a load.
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![Incentiv]()
incentive
What’s a competition without stakes? The dorm with the highest energy savings at the end of the year is awarded a concert from Coldplay. Yes, we went all in on the puns.
digital.
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The microsite
This home base connects each execution to the next. It includes a tag scanner that helps identify the meanings of laundry symbols, a closet full of laundry tips, and the chance to take the cold pledge, which connects users to geofenced email marketing.
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geofenced email marketing
Our emails are purposeful and meet people where they are. For example, is there a festival coming up in your area? Find a fabulous outfit from a Depop seller who is cold-wash verified!
streaming spots.
Thanks for checking out this campaign! If you’re interested in seeing more of the thought behind the work, our plans book is below.
