Reinforce the surprising whiteness of Tide in a delightful, unique way. They turned City light posters into Tide boards. Attached to the boards you could find a pen in order to express yourself on the white surface. By pushing down the bar with the Tide logo the boards showed surprising whiteness again. People were attracted by the unique poster and took the opportunity to write or draw something on the board. Afterwards they experienced the Tide benefit of surprising whiteness by pushing down the bar with the Tide logo. The Tide Board created a lot of attention. Passing people spontaneously experienced the ‘Tide-effect’ and left with a smile on their face.
Agency: Leo Burnett frankfurt, Germany.