Tide Outdoor TIDE PODS - POP DIGITAL OUTDOOR by Saatchi & Saatchi New York

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TIDE PODS - POP DIGITAL OUTDOOR

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Industry Washing powders & Detergents
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency Saatchi & Saatchi New York
Executive Creative Director Maru Kopelowicz
Art Director Daniela Teixeira Vojta
Copywriter Susan Young
Producer Dani Stoller
Released January 2012

Credits & Description

Category: Digital Outdoor
Advertiser: P&G
Product/Service: TIDE PODS
Agency: SAATCHI & SAATCHI
Chief Creative Officer: Conway Williamson
Executive Creative Director: Maru Kopelowicz
Creative Director: Daniela Vojta/Susan Young
Copywriter: Susan Young
Art Director: Daniela Vojta
Advertiser's Supervisor: Caitlin Reynolds
Producer: Dani Stoller
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 took over the Nasdaq and Reuters buildings in Times Square and turned them into big Pop Art Installations. First, the work of several artists who interpreted the innovative product form were animated into colorful and bold videos.
When the products hit the shelves, the graphic artwork was replaced with a whimsical video showing people popping Tide Pods into their machines and standing out in a big way. Even in the midst of Times Square’s chaos, passerbys were able to escape and immerse themselves into the the fantastical, exciting world of Pop. Just as exciting as laundry can be from now on.