Alongside my colleagues on the UO Ad Team, we went to Boise, ID in April 2024 to present our campaign for NSAC (National Student Advertising Competition) partner client Tide, working with a brief that didn't ask us to sell detergent-- but instead asked us to help an audience of young people to start washing on cold, since it's better for the environment and for people's clothes.

We focused on the part of the brief asking for a unique and innovative approach, developing unique executions and strategies to meet a digital-first audience in an authentic, digitally native way.

Our strategy team found that the typical, corporate way of communicating sustainability just didn't work-- at least, not for young people. Young people have an incredible amount of care for the planet, and want to do something, but feel disillusioned by corporate sustainability communication. They don't know what to do to act on that-- not unless someone can tell them in a way that's unique and authentic to them. A way that feels real.

On the opposite end of things, however, we found this audience cares a ton about their clothes-- that, when choosing between Pants or Planet, many chose pants first. That meant we could lean into the care for clothing with such a clothing-focused brand, leading with how washing on cold keeps clothes better, for longer.

We built a unique set of executions, like partnerships with Goodwill, Depop, and the NY Roadrunners-- capitalizing on how runners leave tens of thousands of pounds of warm-up gear on the ground to expand Tide's Loads of Hope initiative and donate clean, washed on cold clothes to more people.

..and our digital placements all led back to a microsite that changed its layout and content based on how a user visited it, allowing for unique communication to different niches of our audience.

..or a livestreamed Wipeout-style game show building a unique live event experience for a UGC streaming audience that is rarely directly catered to, building on Gen Z & Millenials' unique relationship with influencers.

...to a campus washing competition that allowed students to connect an app to custom washing machines to wash their clothes on cold, building points for their team to win both cross-dorm and cross-school competitions in pursuit of winning a concert from Coldplay on their campus-- and even including a custom Tide Pod dispenser that only worked when a users' washer was turned to cold.

I led the design on the UI/UX for our microsite & Coldest Campus app, which won the AdStar Award for Best Creative at the competition.

I also won Best Male Presenter for my work as one of the 4 presenters for our campaign in Boise-- I spent hours structuring, writing and designing our final deck alongside the presentation and Art Direction + Design teams, and it was an incredible honor to get recognized for that work.

I'm unbelievably excited to do this all again next year as our Ad Team's director of Art Direction + Design. To see more of the work I did in rebranding and providing a new visual language for the team itself, click here.

You can see some more of our campaign materials below, or click here to view our plansbook and presentation in a Drive folder-- be warned that the presentation was built to be shown alongside our speaking, so it may be harder to follow.