leave no trace
Tide Laundry Detergent (AAF NSAC)
Adobe Creative Cloud, Canva
ContextDespite the many benefits of cold water washing, consumers remain loyal to their traditional habit of using warm water for their laundry.
The Ask Persuade the target audience (18-35-year-olds) to adopt cold water washing, with the goal of converting 75% of laundry loads to cold by 2030.
“I care about the environment, but I cannot afford sustainable products.”
“I am very concerned about sustainability, but I never considered laundry to be an area I could improve upon.”
💡 The IdeaLeave No Trace. The mantra of our campaign. By switching to cold water washing with Tide, you leave no trace of stains on your clothes and no trace of your ecological footprint.
THE INSPIRATION
THE EXECUTIONS
Final ThoughtsThe biggest takeaway I got from this Senior Capstone project was how to work in a team under pressure. I learned that it’s not only about being able to take criticism, but also understanding how to give criticism that will make the whole team better.
A huge challenge I faced as an art director was creating a fresh campaign image for Tide, while maintaining their well trusted brand identity.
This was particularly hard to do in a group setting of talented creatives who all have their own perspectives on what Tide looks like and should look like.
In the future, I hope to be a better team member and art director by improving my communication skills, while being firm on my own design choices. Overall, I’m so grateful for all of the long-lasting friendships I made throughout the entire process and am looking forward to seeing all of us in the advertising world soon!