The creative idea was developed together with the media team who helped select the best venue among those that were available.

To support the campaign we also ran prints and posters based on the same idea. A significant amount of content was generated by the users themselves who made and shared photos in Vkontakte, Instagram, Twitter. It turned our idea viral and generated discussions on the matter.

This act of ours generated days of buzz in social networks and lots of smiles from passers-by. As a human brand, could Tide ask for more?