SURPRISING WHITENESS by Leo Burnett Guangzhou for Tide

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SURPRISING WHITENESS

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Industry Washing powders & Detergents
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market China
Agency Leo Burnett Guangzhou
Creative Director Darren Zhang, Jennifer Wang, Well Tan
Art Director Wu Er Shan, Ruan Song
Copywriter Chong Kin
Account Supervisor Carol Chung
Released April 2010

Credits & Description

Category: Ambient: Bars, Restaurants & Stores, etc.
Advertiser: PROCTER & GAMBLE
Product/Service: TIDE
Agency: LEO BURNETT GUANGZHOU
Executive Creative Director: Chong Kin
Creative Director: Chong Kin/Darren Zhang/Jennifer Wang/Well Tan
Copywriter: Chong Kin
Art Director: Wu Shan/Song Ruan
Account Manager: Wendy Zhou
Account Supervisor: Carol Chung
Date of First Appearance: Apr 9 2010 12:00AM
Entrant Company: LEO BURNETT GUANGZHOU, CHINA

Description of Ambient execution
The task was to communicate Tide's unrivalled cleaning power on white garments. Simple objects symbolizing daily and common stains such as a coffee mug, a lunch tray and an ashtray were wrapped in sparking white fabric, wit the message "Bring it on " attached, emphasizing Tide's power to wash away every kind of stain on your white clothes. The mugs, the trays and the ashtrays were then placed in coffee shops, cafes and common lunch areas to engage the public.