Tide x UNT NSAC Campaign
Not just a temp change is a shift in habits. Unlike most behavioral changes, which last only for a season, this campaign communicates a permanent switch not only in temperature but also in mindset and lifestyle. Considering the target audience of 18-35 years old, who are active and influential on social media, #ResetTheCycle is the digital identity of the campaign. Intended to grab their attention and encourage them to change the pattern of their laundry choices and make the final switch to cold water washing. This campaign focuses on the long-term benefits of time-saving, garment preservation, and a positive environmental impact.
To promote the speed of cold water washing, we created a TV spot that highlights the benefits of quicker spin cycles when switching to cold water washing. For this spot, I assisted in directing and styling.
To promote new washing habits, we created a TV spot that highlights the benefits of cold water washing when switching up your generational laundry habits. For this spot, I assisted in styling and lighting.
To promote the longevity of clothing, we created a TV spot that highlights the benefits of color protection when switching to cold water washing. For this spot, I assisted in directing and styling.
Print and Social Ads- Assisted in creation
Event Snapchat Filter
The Snapchat filter acts as an activation at our Temp Change Game events, spreading awareness and building momentum for cold-water washing.
The Jus - Ev Bus Wrap
The Jus (Jean Bus) wrap will be hitting the road in select major cities across the United States. Designed to share the cold-water washing message, the bus features a UV-protected film on one side that visually demonstrates how washing in cold water helps preserve clothing.