POP AMBIENT by Saatchi & Saatchi X Chicago for Tide

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POP AMBIENT

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Industry Washing powders & Detergents
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency Saatchi & Saatchi X Chicago
Executive Creative Director Global Creative Director
Creative Director Daniela Teixeira Vojta
Art Director Barbara Graetzer-Zubieta
Copywriter Susan Young
Producer Hosanna Marshall
Photographer Juco
Account Supervisor Caitlin Reynolds
Illustrator Kari Moden, I Love Dust, Steve Wilson, Miles Donovan, Magic Fan Club
Released January 2012

Credits & Description

Category: Transit
Advertiser: P&G
Product/Service: TIDE PODS
Agency: SAATCHI & SAATCHI
Chief Creative Officer: Conway Williamson
Executive Creative Director: Global Creative Director: Maru Kopelowicz
Creative Director: Daniela Vojta/Susan Young
Copywriter: Susan Young
Art Director: Barbara Graetzer-Zubieta
Photographer: Juco
Illustrator: Magic Fan Club/Miles Donovan/Kari Moden/I Love Dust/Steve Wilson
Account Supervisor: Caitlin Reynolds
Producer: Hosanna Marshall
Planner: Wanda Pogue
Planner: Wanda Pogue

Ambient Execution Description
Laundry has always been a mundane, predictable task. It needed some
excitement and innovation, it needed some Pop. And what better way
to describe the new Tide Pods, a revolutionary 3 in 1 unit-dose that you
just pop in the wash, than with the word Pop? It’s a pop of Tide in your
wash. It pops your whites, pops your colors, pops off stains. It gives
you a clean that pops.
Since Pop was the inspiration for the whole campaign, we turned train
stations in Chicago and Atlanta into big Pop Art Installations. Several
artists interpreted the innovative product form and the designs were
showcased on walls, floors and animated on large screens. QR codes
allowed people to satisfy their curiosity and order samples instantly.
Then overnight, when the products hit the shelves, the graphic artwork
was replaced with whimsical visuals showing what happens when you
pop a Tide Pod into your machine. Since most people exposed to the
work were everyday passerbys they were able to scape their mundane
commute and immerse themselves into the the fantastical, exciting
world of Pop. Just as exciting as laundry can be from now on.