Adwave for Tide
Overview
Adwave is a student-run advertising agency at UC San Diego that competes in the National Student Advertising Competition (NSAC) every year. This year’s client was Tide. We were tasked with building a multi-touchpoint campaign around increasing the loads of laundry washed in cold in the United States. As the Director of Design & Production, my role was to lead the development of the team's audio/visual messaging and other promotional production efforts.
My contribution
Communication Design Visual Design Video Production
The team
1 × production director 4 × production designers
Timeline
January–April 2024
Process
I produced the campaign plansbook and three videos, using a set of core visuals designed by my team member, Jessica Fung, for the plansbook pages. Jessica also designed the campaign logo and various illustrations which were utilized throughout the plansbook and deliverables. The deliverables were created by my talented team: Alice, Erika, Jessica, and Widya.
The content for the plansbook was provided by the Strategy, Media, and Creative teams, who were responsible for the research process and determining the content and messaging for our campaign, Care On Cold.
Thrifting Video
This collaborative video with a small influencer shows the process of finding and repurposing clothing items, allowing Tide to relate to consumers through an activity they know and love– thrifting.
Levi’s Partnership Video
A collaboration with Levi’s demonstrates to consumers how to care for their Levi’s denim while advocating for cold water washing to help preserve their clothing.
Ripple of Change Video
The Ripple of Change video serves as the foundational framework for our marketing strategy by illustrating the impact of adopting cold water washing practices. By showcasing how this simple switch extends its positive influence across multiple facets of life, from the preservation of clothes' quality and the savings in household expenses, to the reduction of greenhouse gas emissions and the fostering of community well-being, the video effectively communicates Tide's commitment to its customers.
Plansbook
Reflection
Our team competed in the 2024 NSAC and placed third in regionals. This experience taught me the true value of teamwork, as I closely collaborated with the executive board and the production team to execute this campaign. My second year in Adwave was one of the most rewarding aspects of my time at UC San Diego, shaping me as both a designer and a leader.
