AAF NSAC 2024 for Tide
Challenge
Tide works best in cold water, but most people still wash on hot just because they don't trust cold water to actually clean their clothes.
Unlock
Gen Z questions and rewrites legacy rules everywhere except in the laundry room.
Big Idea
An integrated campaign that shatters the hot water myth and proves cold water protects your clothes, saves money, and cleans just as deep.
A video breakdown mapping how we hit laundromats, thrift stores, and surveyed 1,000+ Gen Zers to figure out why cold-water washing wasn't even on their radar.
OOH
The opening hook from our pitch deck that stripped away the fluff and put the real culprit in the spotlight.
:30 spot
:15 spot