Cannes Lions

TIDE

LEO BURNETT SYDNEY, Sydney / PROCTER & GAMBLE / 2009

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Overview

Entries

Credits

Overview

Execution

The creative solution was to use traditional outdoor media, but in a way that the target market and general public could interact with it and be part of the advertising message itself. Bus shelters on busy traffic routes were fitted with black lights, which make white material shine. Anyone standing at the bus shelter wearing white would shine underneath the Tide poster. This brought the product benefit to life in a way that proved the message instantly. In essence, the media was used to engage the public and utilize them as part of the advertising in an unexpected way that got talked about. This simple shift in media attracted attention amongst pedestrians, people using public transport and traffic passing by.

Outcome

The Tide black lights execution was designed to get the target market talking about the brand, and to create increased market share and dominance as a whitening detergent. During the course of the campaign, the outdoor media executions recorded strong recall amongst the target market, as talkability was created through the creative use of media.

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