Cannes Lions

TIDE

LEO BURNETT GUANGZHOU, Guangzhou / PROCTER & GAMBLE / 2010

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Execution

The task was to communicate Tide's unrivalled cleaning power on white garments. Simple objects symbolizing daily and common stains such as a coffee mug, a lunch tray and an ashtray were wrapped in sparking white fabric, wit the message "Bring it on " attached, emphasizing Tide's power to wash away every kind of stain on your white clothes. The mugs, the trays and the ashtrays were then placed in coffee shops, cafes and common lunch areas to engage the public.

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