Tide: My First Adult T-shirt

Credits & Description:

Campaign name: My First Adult T-shirt
Year: 2013
Group: E. Direct Communication
Subgroup: 62. Multidimensional direct mail and small printed materials
Award: Silver Drum
Product and services: Wash detergents
Registrant: Leo Burnett Warsaw
Country: POLAND
Brand name: Tide
Advertising agency, city: Leo Burnett Warsaw
Art director: Krzysztof Nienałtowski, Zofia Sobolewska, Diana Przykorska, Paulina Grochowska
Executive Creative Director:
Paweł Heinze
Copywriter: Krzysztof Nienałtowski
Account Director / Manager: Agnieszka Szymków, Hanna Jackowska
Other credits: Technologist: Krzysztof Ligaj
Creative idea explanation: Every Friday night in Poland, thousands of students return home from University bearing an unpleasant gift for their mothers: bags of dirty laundry. To address this problem, we developed a new product: a series of self-washing t-shirts with tearful Moms. The print on each t-shirt contained Tide washing powder. By simply tossing the t-shirt into the washer, the mom’s tears of despair disappeared and cleaned the load. This lesson taught students that washing their own clothing is easy with Tide. The T-shirts were distributed among the mothers whose kids were about to leave for the studies away from home.