Tide DM My First Adult T-shirt by Leo Burnett Warsaw

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My First Adult T-shirt

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Industry Washing powders & Detergents
Media Direct marketing
Market Poland
Agency Leo Burnett Warsaw
Creative Director Pawel Heinze
Copywriter Krzysztof Nienałtowski
Released September 2013

Credits & Description

Media: DM
Category: House, Garden & Pets
Agency: Leo Burnett
Brand: Tide
Geo: Europe, Poland
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