For the 2024 National Student Advertising Campaign, we were tasked with persuading 18-35-year-olds to switch to cold water washing with Tide. Our approach aimed to show Gen Z the benefits that cold water washing provides, making an easy choice to switch. After educating our audience about the advantages of washing on cold, our campaign highlighted little victories that Gen Z could celebrate with their longer lasting, more vibrant clothes that reduced their carbon footprint.
Cold water: it’s an easy way to win.
OOH
This campaign utilized eye-catching out-of-home placements to maximize exposure to audiences. This is a variety of ways that our equation could appear in various out-of-home settings, reinforcing cold water washing wherever Gen Z goes.
Social
We also made sure to take advantage of social media engagement with a handful of social executions to drive our campaign equation into the minds of the 18-35-year-old consumer.
Experiential
Our campaign came to life in our experiential activations. We presented activations for cold water cool-offs at concert festivals, college gameday tailgates, and a partnership with Polar Plunge. Cold water is a refreshment in our everyday lives, so we showed up where people would appreciate cold water the most.
Creative Strategy
Our plansbook was named the Best Plansbook at the 2024 NSAC District Competition in Fargo, ND. I wrote the page sampled on the left to explain our campaign’s creative strategy.
COLLABORATORS (2024 NSAC Creative Team)
Team Lead: Hannah Jensen
Copywriters: Myself, Harriet Bennett, Victoria Joyce
Art Directors: Cooper Olson, Owen Stevenson
Designers: Nathan Prachenty, Lily Nguyen