Tide

⭐️ AFF 2025 Gold Student ADDY Winner⭐️

⭐️ AFF 2025 Best In Show Award⭐️

⭐️AAF National Student Advertising Competition - 2nd place⭐️

Brief: Turn 75% of 18-35-year-olds to washing on cold with Tide by 2030. Build brand love for Tide amongst 18-35-year-olds.

Execution: To make cold water washing synonymous with tangible savings, we approached laundry loads as a new currency,
pricing small (yet valuable) expenses, with the amount of cold water loads equivalent to their dollar prices.

Creative: Fatima Salazar (Director),  Alayna Kozak (AD), Tony Saucedo (AD), Avery Blackwell (CW), Avery Smith (CW)

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Agency VP: Kathy Tran

Account Director: Gray Mabry

Creative: Fatima Salazar (Director), Avery Blackwell (CW), Avery Smith (CW), Alayna Kozak (AD), Tony Saucedo (AD),

Strategy: Aleksa Flyckt-Csitkovits (Director), Bryan Chen , Destiny Reyes, Isabella Gomez, Isabelle Keever, Journey Sais

Media: Emily Jones (Director), Jamie Lee

PR and Immersive: Eva Lu (Director), Ana Pau Ponce de Leon, Miu Nakata, Kate Korepova