Our idea was to use people as the medium by letting the white Dishdasha do the talking.

In a first of its kind execution, Tide stretched the boundaries of cinema advertising in six of the most popular cinemas in the UAE. Using black light (light which illuminates the colour white), Tide turned the whites in people’s clothes into gleaming white advertisements enabling audiences to literally see Tide’s “Brighter Whites” equity come to life. To ensure maximum impact, we aligned our activation with the long awaited 3D screening of the family movies “Pirates of The Caribbean” and “Kung Fu Panda”. The movies presented the perfect hook for housewives, as focus groups showed that going to the movies is a favourite family pastime.

To satisfy our target’s need for tangible proof, we carried out comparative product demos in neighbouring supermarkets to attest that there is no brighter whiteness than Tide’s.

The results were as glowing as Tide’s whites. Our activation captured the imagination of 61,257 consumers and reversed Tide’s declining share in the process.

Share grew for the first time in 3 readings (indexing 105 vs pre-activation); a positive indication that Tide was able to overcome consumer scepticism and effectively project its equity.

Best of all, we were able to deliver Tide’s promise and bring it to life in a simple and meaningful way.