Cannes Lions
SAATCHI & SAATCHI, New York / PROCTER & GAMBLE / 2015
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The Tide “Uniforms” film honors the working-class professionals around us who make amazing things happen in uniform every day. The film takes a voyeuristic, documentary-style look on the front lines with a working nurse, waitress, pilot, police officer, welder, hotshot, janitor and marine. We see how their uniforms withstand tough conditions, long hours, and most importantly, their overwhelming commitment to their work.
The narrative of the film explores what these uniforms represent on the surface and the deeper emotional connection they have with the heroes who wear them. The film ends revealing the narrator, a World War II veteran, saluting the camera in uniform.
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