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
Copywriter Krzysztof Nienałtowski
Released February 2013


Golden Drum 2013
Direct Communication Multidimensional direct mail and small printed materials Silver Drum

Credits & Description

Campaign name: My First Adult T-shirt
Year: 2013
Group: E. Direct Communication
Subgroup: 62. Multidimensional direct mail and small printed materials
Award: Silver Drum
Product and services: Wash detergents
Registrant: Leo Burnett Warsaw
Country: POLAND
Brand name: Tide
Advertising agency, city: Leo Burnett Warsaw
Art director: Krzysztof Nienałtowski, Zofia Sobolewska, Diana Przykorska, Paulina Grochowska
Executive Creative Director:
Paweł Heinze
Copywriter: Krzysztof Nienałtowski
Account Director / Manager: Agnieszka Szymków, Hanna Jackowska
Other credits: Technologist: Krzysztof Ligaj
Creative idea explanation: 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.