Tide - Turn to Cold

As part of the National Student Advertising Competition, we were challenged by Tide to increase cold water wash adoption among 18–35-year-olds and reset the way they think about laundry. We found that most young consumers saw laundry as a mindless chore. Our campaign, The One Step Reset, reframed the switch to cold as a simple habit shift with big benefits, brought to life through digital content and experiential activations.