3 billion loads of laundry
are done every day

@Saatchi NY, 2021

It’s been a popular belief that washing clothes in near-boiling water is the best way to clean them.

What most people don’t know is that Tide’s formulation is just as effective in cold water as it is in hot.

So we launched a year-long nationwide campaign to convert people to use the cold wash setting on their machine, saving 90% of the energy that would be consumed per load.

Creds

CCO: Daniel Lobaton & Paul Bichler
CD: Lauren Varvara & Adrian Chan
Art: Preethi Balakrishnan
Copy: Kelsey Boyland
Director: Aaron Stoller

COLD WASHING x the NFL

We decided to use our NFL partnership to convince Americans that Coldwashing can clean even the dirtiest of sports, convincing the league to wash its 1 Million pounds of uniforms and laundry in Cold.

What’s more we worked with General Electric and 10 NFL teams to make limited edition “Cold Washing machines”, washing machines that used the voices of their favorite players to remind fans to turn to cold at every turn of the dial.