A note on this campaign - if you are interested in a bit more context

The brief from the client called for making a lifestyle change in the name of doing some good for the planet - after all, turning your dial to wash on cold saves SIGNIFICANT amounts of energy, and hence, is better for the planet.

Therefore, we knew we wanted a campaign that focused on driving behavior. Tide wanted to make a genuine difference and join the hoards of brands that are becoming more socially and culturally responsible, and this was how they wanted to do it.

They asked us to connect Tide to the new up-and-coming generation (Gen-Z) and to avoid traditional media. The brief implied they wanted bravery, ambition, and optimism when it came to kickstarting what we nicknamed the “sustainable laundry revolution”.

So, we did just that.

We found out this Generation Z (and millennials too) want to make a difference but are bogged down by falsities spewed by those who are hurting our climate most. We also discovered that, because of this distrust, this generation would not accept a sustainability campaign from Tide without greenwashing allegations.

We instead focused on the times our audience could make a genuine change, push through obstacles, and have a choice in the matter. After all, agency matters to this generation.

This generation wants the choice for change. This change could be to protect their clothes (which this generation cares about almost MORE than the planet (shocking, right?), the planet, or their wallet. For the reason that fits you best, we wanted to show this generation how The Dial makes the Difference.