The Nittany Group, Penn State’s American Advertising Federation National Student Advertising Competition Team

The RESULTS: National finalist

  • 2023-2024: ACD – Art Direction and Plans Book & Presentation Designer
    • National Finalist, one of the Top 8 campaigns in the country out of 106 teams
    • Won our district and progressed to regionals
  • Promoted to ECD for 2024-2025 campaign

The Ask: Make cold water washing the new standard, driving the conversion of 75% of loads to cold by 2030 while building brand love for Tide among 18-35-year-olds.

The Insight: Many people have special clothes that they want to last because they mean a little more than the rest.

Big Idea: Keep the Feelings Alive with Cold

:60 Spot

Campaign Launch: Everyday Fashion Shows

Picture this: iconic cities complete with a Tide orange carpet. Street photographers capturing the essence of everyday fashion, turning the average Joe into a paparazzi star. But it’s not just about the glamor; it’s about the stories behind the clothes. These personal stories, the paparazzi flicks, and our campaign QR code will light up the screens above!

Airport Baggage Claim Takeovers

Wash the clothes returning home with you in cold water to preserve those good feelings from your trip and keep the vacation vibes alive!

Interactive AI-enabled Displays

Participants will witness themselves aging in real time as the background changes around them while their outfits remain the same, all thanks to cold water washing with Tide.

Metropolitan Museum of Art Exhibit

Host an online contest inviting people to share their most cherished pieces and their stories. Winners will have their garments encased in glass, along with a plaque honoring its owner and its story.

Depop Vintage Collab

Extremely cold pop-up thrifting experiences in the hottest cities nationwide throughout summer. Inside each experience, fog and blue lights chill customers while they shop out of freezers stocked with Depop’s thrifts. Huge influencer strategy.

Inside Out 2 Collab

What better place for a campaign about feelings than a movie about feelings! Featuring pause ads that seamlessly blend our message with the content of the movie.

Short-form Video Content: TikTok

Main goal is to provide value to our audience. Mix of UGC and strategically chosen influencers across celebrity, fashion, family vloggers, laundry, and thrifting. Seamlessly weaving our message throughout this content, we are sure to engrain cold water washing with Tide as the new laundry standard and build that brand love.

BTS