#TurnToCold
Award: Wood Pencil
Wood Pencil / Creative Transformation / Planet / 2022
Award: Wood Pencil
Wood Pencil / Entertainment / Integrated
People aren't aware that 90% of the energy used to do laundry can be eliminated if people don't heat the water, so Tide set out to convince everyone to #TurntoCold. Tide brought together two 'cold' icons – pro wrestler 'Stone Cold' Steve Austin and Law & Order actor Ice-T – to call celebrities and convince them to #TurnToCold.
What did the judges have to say?
"I believe it shows very interesting potential in the role big brands can play in educating the many in understanding how small changes can make a huge difference. A very American and straightforward advertising campaign, but it's the simplicity of the idea and the use of traditional marketing to achieve a purpose-driven goal that makes this entry stand out. My hope is that this is indicative of how big global brands can start to focus on how they can become more responsible and help end profit-over-planet."
Johan Pihl, Executive Creative Director, FARM Stockholm
"A simple, fun and brilliant solution to a complex problem. The work helps provide large scale environmental impact with minimal effort required by the public."
Marc Ligeti, Lead Designer, Knowit
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