Tide

Some like it hot, and some don’t actually need to be hot. With Tide’s cold water formula, hot water is not only unnecessary, but it’s also costing you money. The “If it’s Got to be Cold” campaign tells the story of what many young Americans face today: life is expensive. If only they had a little bit extra for the small luxuries they’ve been missing.

*In this campaign, I worked as a copywriter and as the team book lead to compile and write the Media Strategy deck for a campaign pitch.

Notably, this campaign won two ADDY awards and two AAF District 10 awards for its overall execution and strategy.