Tide Campaign — sophiemanisdesign

#TurntoCold with Tide

We all have to do laundry, and to most people, that’s all it is: laundry. Maybe you do it to clear the pile off your chair, check something off your to-do list, or because you’re on your last pair of underwear.

No matter what your laundry day looks like, we get that you find comfort in your habits.

Switching to cold water washing isn’t about disrupting your routine — it’s about a one-second switch that adds perspective to the chore.

I’m Sophie, the Art Director for this campaign.

Stategy

Tide challenged us to create an innovative campaign targeted towards 18 to 35-year-olds to increase loads washed in cold to 75% by 2030.

Ultimately we discovered that our target doesn’t really think about laundry much - as a matter of fact, they feel indifferent to it.

In an age where every company has an environmental campaign, Gen Z and Millennials are overwhelmed with climate anxiety.

Creative

As Art Director, I led a team of seven designers through the production of all creative assets. I also art directed on set, ensuring our commercial spots aligned seamlessly with the campaign’s visual direction.

‘One Simple Switch.’

Our hero spot, “The Simple Switch,” speaks to Tide’s spirit of innovation in the laundry room and beyond.

‘Habits.’

In a world where ads fight for attention, it’s vital to stand out. We produced a series of three 15-second spots to combat the ad avoidance of our target.