Tide: My First Adult T-shirt

Every Friday night in Poland, thousands of students return home from University bearing an unpleasant gift for their mothers: bags of dirty laundry. To address this problem, we developed a new product: a series of self-washing t-shirts with tearful Moms. The print on each t-shirt contained Tide washing powder. By simply tossing the t-shirt into the washer, the mom's tears of despair disappeared and cleaned the load. This lesson taught students that washing their own clothing is easy with Tide. The T-shirts were distributed among the mothers whose kids were about to leave for the studies away from home.

Advertising Agency: Leo Burnett, Warsaw, Poland
Creative Director: Paweł Heinze
Copywriter: Krzysztof Nienałtowski
Art Directors: Krzysztof Nienałtowski, Zofia Sobolewska, Diana Przykorska, Paulina Grochowska
Account managers: Hanna Jackowska, Agnieszka Szymków
Producers: Kasia Bartenowska, Kornel Gęsicki, Jolanta Skuza, Magda Dzierżek
Technologist: Krzysztof Ligaj


Shawali's picture
8417 pencils

Funny, but I don't know if it'll make people buy Tide, though... And since you can "auto-wash it" only once, mum will end up washing it herself anyway =)

No one cares about child labor, eye donation or saving the Earth: NO PSA!!!

Luis XIV's picture
Luis XIV
58 pencils

Maybe they just need to take the first step ... when you see how easy it is to wash you will do it again.

Le publicité c'est moi

morse's picture
16385 pencils

I actually make sense.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

PitchStock's picture
58 pencils

Very cool. Is this the first media of it's kind?

Pitch your ideas better.

Janek_P's picture
37 pencils

No :-(

kleenex's picture
31990 pencils

A winner of an idea.

Janek_P's picture
37 pencils
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