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Category
Influencer Marketing / Multi-Channel
Annual ID
OS_SM21_098M
About the Work
The Jersey Swap is a beloved NFL tradition where opponents meet post game to exchange their worn jerseys. But in 2020 the NFL banned the jersey swap, due to COVID-19 precautions. Luckily, Tide saw a solution in its newest product, Tide Hygienic Clean, designed to get between fibers and deep clean clothes. So we partnered with the NFL, got them to reverse the ban, and created the first-ever Clean Jersey Swap.
Tide worked with equipment managers across the all 32 teams to collect jerseys, wash them, and ship them to their new owners. Over the course of the season, over 1400 players signed up to swap, and became social media influencers, posting their swapped jerseys on Twitter and Instagram, and making every post a demo for Tide Hygienic Clean. We even extended the swap to fans for the first time through a weekly Twitter sweepstakes and surprising a few special fans with jerseys. On broadcast, we turned NFL legend Peyton Manning into a socially-distanced robot who safely spread the word around the league and to viewers at home.
Saving the jersey swap was the perfect opportunity to position Tide Hygienic Clean as a hero in the category. No other brand has the same deep-cleaning power, thus making Tide’s superiority clear. Additionally as the most popular sport in America, partnering with the NFL enabled us to spread mass awareness of the product in a positive and engaging way.
In a year of unprecedented negative social conversation sentiment, stories of Clean Jersey Swap powered by Tide Hygienic clean garnered 99% positive-neutral social sentiment. The campaign officially ran for 17 weeks, amassed 800 million earned media impressions, and increased sales of Tide Hygienic Clean by 22% - outselling the entire Persil line.
Tide worked with equipment managers across the all 32 teams to collect jerseys, wash them, and ship them to their new owners. Over the course of the season, over 1400 players signed up to swap, and became social media influencers, posting their swapped jerseys on Twitter and Instagram, and making every post a demo for Tide Hygienic Clean. We even extended the swap to fans for the first time through a weekly Twitter sweepstakes and surprising a few special fans with jerseys. On broadcast, we turned NFL legend Peyton Manning into a socially-distanced robot who safely spread the word around the league and to viewers at home.
Saving the jersey swap was the perfect opportunity to position Tide Hygienic Clean as a hero in the category. No other brand has the same deep-cleaning power, thus making Tide’s superiority clear. Additionally as the most popular sport in America, partnering with the NFL enabled us to spread mass awareness of the product in a positive and engaging way.
In a year of unprecedented negative social conversation sentiment, stories of Clean Jersey Swap powered by Tide Hygienic clean garnered 99% positive-neutral social sentiment. The campaign officially ran for 17 weeks, amassed 800 million earned media impressions, and increased sales of Tide Hygienic Clean by 22% - outselling the entire Persil line.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Saatchi & Saatchi / New York
PR / Marketing Agency
Marina Maher Communications / New York
Ketchum / New York
MKTG / Cincinnati
Client / Brand
Procter & Gamble - Tide / Cincinnati
Production Company
Biscuit Filmworks / Los Angeles
Music / Sound Production Company
Pickle Music / New York
Post Production Company
Harbor / New York
The Mill / Los Angeles
Chief Creative Officer
Daniel Lobaton
Paul Bichler
Composer
Alexis Estiz
Assa Raviv
Creative Director
Lauren Varvara
Adrian Chan
Becky Porter
Digital Artist
Adam Lambert
Dimitri Loginowski
Elizabeth Hammer
James Robinson
Lee Garner
Lisa Kim
Manoj Ravi
Richard Servello
Yukiko Ishiwata
Director
Aaron Stoller
Director of Photography
Jonathan Freeman
Executive Producer
Dani Stoller
Andrew Travelstead
Holly Vega
Jesse Schwartz
Rachael Rosenfeld
Anastasia Von Rahl
Erika Freijo
Sound Designer
Steve Perski
Associate Strategist
Luna Perez
Senior Art Director
Jacopo Biorcio
Account Director
Jennifer Brotman
Account Executive
TJ Daigler
Account Supervisor
Jennifer McGill
Guillermo Betancourt
Account Supervisor, Earned Media
Nicole Tarko
Art Department
Kevin Diaz
Valerie Chernysh
Assistant Account Executive
Sosun Wahab
Associate Director of Media
Patrick McGuinness
Justin Bracco
Brand Building Integrated Communications
Kimberly Doebereiner
Brand Director
Alex Perez
Matt Wormington
CG Supervisor
Michael Johnson
Chief Executive Officer
Andrea Diquez
Chief Operating Officer
Sarah Beaumont
Colorist
Billy Hobson
Elodie Ichter
Communications Manager
Henry Molski
Director Digital Experience
Alan Lin
Director of Operations
Gina Grosso
Director, Celebrity & Influencer
Will Ober
Group SVP, Consumer Practice & Agency Marketing
Laura Brinker
Head of Production
Rachel Glaub
Sean Moody
Manager, Advertising Production
Paul Chick
Manager, Sports Talent
Alex Hanono
Managing Director
Shawn Lacy
Managing Supervisor, Director of Sports Lifestyle
James Talamo
Media Director
Tracy Suer
Media Investments & Partnerships
Adam Alvarez
Planner Director
Nayantara Mukherji
Production Coordinator
James Gemmell
Production Designer
Alexis Ross
Joe Cooney
Production Support
Utkarsha Santosh Shinde
Senior Account Supervisor, Earned Media
Tom LaBelle
Senior Brand Director, Tide
Jenny Maxwell
Senior Director
Jordan Futscher
Senior Director, Sports Marketing
Brad Griffiths
Senior Manager
Rob Sipniewski
Senior Vice President
Sam Riber
Senior Writer
Blake Morris
Shoot Supervisor
Siro Valente
Sponsorship Strategies & Activations Assistant
Courtney Amaya
SVP, Brand Business Lead
Dustin Sveum
SVP, Director Talent & Partnerships
Marissa Festante
Talent Acquisition
Platinum Rye Entertainment / Chicago
The Marketing Arm / Chicago
Tracking Lead
Murali Krishna Reddy
Tracking Leads
Michael Lori
VFX Supervisor
Felix Urquiza
Vice President, North America Fabric Care
Aga Orlik
VP, Brand Management
Mel Chua
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