Solve the Case with Tide on Cold

Project: Solve the Case with Tide on Cold

Client: Proctor and Gamble's Tide (American Advertising Federation)

Competition: Placed 5th Regionally in AAF Competiton

Creative Directors: Tom Eslinger, Braxton Mastre, Graeme Cote

Year: 2024

The Challenge

The Insight

The Solution

Tide needed a campaign concept that felt relevant, memorable, and strong enough to stand out in a competitive advertising environment. The challenge was to create a campaign that connected with audiences in a clear and engaging way while staying true to Tide’s established brand presence.

Laundry is a routine part of everyday life, but Tide has the ability to make that routine feel more dependable, effective, and trusted. The opportunity was to build a campaign that highlighted Tide not just as a detergent, but as a brand people rely on to keep life moving.

We developed a campaign concept that positioned Tide as an essential part of everyday confidence and consistency. The work focused on building a strong creative direction, clear messaging, and campaign materials that translated the brand into a compelling advertising idea with both emotional and practical relevance.

Project Overview

This project was developed as part of an AAF competition, where the goal was to create a campaign that felt strategic, polished, and true to the Tide brand. The process involved concept development, brand alignment, messaging, and executional thinking across the campaign system.

As Creative Director, I led the creative direction of the project, helping shape the campaign concept, overall story, and visual approach. The final campaign placed Top 5, recognizing the strength of the idea and its execution in a competitive setting.