Cannes Lions

TIDE LAUNDRY DETERGENT

MEDIAVEST USA, New York / PROCTER & GAMBLE / 2005

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

As the writers, producers and directors, from conception to execution, of “Working Wonders”, we crafted eight minutes of custom, creative content that created new memories for Tide Moms and their daughters. Our short film focused on a small community’s clothing drive, echoing Samantha’s plot, and mirroring real life through Tide/Goodwill’s “Samantha’s Coat and Clothing Drive”. The partnership brought relevancy, immediacy and credibility to the charitable themes in Samantha and “Working Wonders”, inspiring Tide Moms participation.

Outcome

We gave Tide Moms the emotional reason to continue to choose Tide. “Working Wonders” emotionally connected with Tide Moms through the Goodwill partnership and the power of our custom content. The programme content was successful as the second most-watched WB movie ever, and the Tide/Goodwill Coat Drive was also a triumph with increased holiday donations.

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