THE DIAL MAKES THE DIFFERENCE

ROLE: ART DIRECTION + DESIGN DIRECTOR
CLIENT: TIDE

THE ASK:
Develop a campaign encouraging 18-to-24-year-olds to wash more loads on cold while fostering brand love and sentiment.
THE INSIGHT:
We found that our audience is motivated to wash on cold for various reasons, such as clothes preservation or environmental concerns, and focusing on one reason over another could potentially limit Tide’s reach. So, instead, we created a campaign highlighting the simplicity and various impacts of turning the dial, showing how “the dial makes the difference.”
To reach first-year college students at a key moment, when many are learning laundry basics, we introduced on-campus washing machines that connect to our app via Bluetooth. The app consists of tag scanning capabilities and laundry tips while also tracking how often the user 'turns to cold,' resulting in reward accumulation. We then gamified the experience by encouraging friendly competition: the Tide school that saves the most energy wins a concert, and VIP passes to the show.
We then expanded our message to niche audiences who value their clothes more than the average individual, such as thrifters looking to protect their one-of-a-kind pieces and runners preserving their high-quality gear. For example, we introduced a cold-wash verification badge to the Depop site, allowing users to verify if their secondhand clothes have been washed with extra care. We also partnered with Goodwill and New York Road Runners.
PITCH DECK:
MORE LINKED INFORMATION:
Plansbook and Presentation Pitch Deck
ART DIRECTION + DESIGN TEAM:
Art Direction + Design Director: Sophia Fuselier
Art Direction + Design Team: Audrey Baughman, Avery Ensing, Emma Ballman, Sydney Burdick, Gabe Taylor
OTHER MEMBERS:
Nicole Alstrin, Melissa Rim, Haley Koski, Conner Grams, Sophie Fenton, Veronica Thede, Taylor Bollenbaugh, Erik Reith, Franny Milhizer, Ke'ali McCarter, Antonia Beil, Sophia Ramazotti, Josie Willard, Amelia Kennedy, Malcolm Karow, Lily Wong, Addie Peterson, Alexa Wäcker, Olivia Oldfield, Emma Ramage