The One Show

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2023 One Show - Direct Marketing

Tide Lucky Jersey

Agency Saatchi & Saatchi NY / New York

Client Procter & Gamble - Tide

Category

Integrated Campaign

Annual ID

OS23_DM109M

About the Work

One in four NFL fans have a lucky jersey they won’t wash because they believe it helps their team win. A jersey that goes months, even years without being cleaned? That’s not lucky. It’s dirty! As America’s #1 detergent, Tide couldn’t stand for another season of filthy fans. But while fans knew Tide could get them clean, it wasn’t enough to risk the luck. So they partnered with the NFL and asked one simple question: “What would it take to wash your lucky jersey?” Then, NFL players-turned-influencers across social media encouraged fans to state their demands and started negotiating. While some vowed to stick with superstition, others struck a deal and washed their lucky jerseys with Tide in exchange for once-in-a-lifetime experiences with their favorite players. From autographs, to personal workout sessions, choreographed touchdown dances, and even parenting help, players from across the league did whatever it took to get jerseys washed - even sending one fan all the way to the Super Bowl. Ultimately, 250.8K fan interactions across platforms and over 1.6B earned impressions led to a 58% increase in sales (YOY) of Tide Power PODS and enabled Tide to use a made up superstition to get rid of some very real stains.

2023 Awards

Total Points: 3

Merit

Credits

Agency

Saatchi & Saatchi

PR / Marketing Agency

Marina Maher Communication

Client / Brand

Procter & Gamble

Production Company

division7

Music / Sound Production Company

Pickle Music

Post Production Company

Harbor

Chief Creative Officer

Daniel Lobaton

Composer

John Kubis

Director of Photography

Shawn Kim

Executive Creative Director

Adriano Matos
Dustin Tomes
Sam Shepherd

Group Creative Director

Casey Lissau

Account Director

Jennifer McGill

Account Supervisor

Leslie Fellwock

Associate Creative Director

Derrick Ellis

Head of Production

Alex Hughes

SVP Group Account Director

Jen Brotman

2D Graphics & Animation

Luke Rotzler

Account Associate

Aubrey Brannon

Account Coordinator

Jacob Miller

Account Executive, Brand Management

Jessica Cooper
Lauren Lacroix

Account Executive, Celebrity & Influencer

Ryan Harle

Account Supervisor, Earned Media

Nicole Tarko

Assistant Media Specialist

Judy Zheng

Associate Account Director

Bryan Smith

Associate Audio Engineer, Commercial Sound

Catherine Sangiovanni

Associate Creative Director, Motion Design & VFX

Jason Lee

Audio Assist, Commercial Sound

Chris Perepezko

Brand Director

James Sawyer

Celebrity Talent & Music/IP Acquisition

Platinum Rye Entertainment / The Marketing Arm

Chief Executive Officer, Woven

Sarah Beaumont

Chief Financial Officer

Chris Lind

CHIEF OPERATING OFFICER

Andrew Colon

Co-founder

Brian Carmody

Color Producer

Brad Martin
Maxwell Hadson

colorist

Oisin O'Driscoll

Communications Manager, North America Fabric Care

Jennifer Beck

Creative Director & VFX Artist

Kyle Cody

Digital Account Supervisor

Alexandra La-Rotta

Director, Brand Media

Matt O'Shea

Director, Celebrity & Influencer

Alex Hanono
Will Ober

Director, NA Content Leader

Paul Chick

Executive Director, Brand Building & Digital Innovation

Laura Brinker

Executive Director, Earned Media

Sara Baker

Flame Assist

Jacob Robinson

Graphics Producer

Tanner Agle

Group Media Director

Tracy Suer

Group Senior Vice President, Brand Business

Samantha Halpern

Group Senior Vice President, Director, Talent & Partnerships

Marissa Festante

Group Vice President, Future of Advertising

Kimberly Doebereiner

Junior Strategist

Shayla Nguyen

Managing Account Supervisor, Earned Media

Taylor Heath

Media Manager

Lauren Lasson

Music Creative Director

Alexis Estiz

Post producer

Drew Penkala

Producer, Commercial Sound

Chris Cassar

Project Leader

Tonya Hornsby

Research Specialist

Brandon Dunphy
Kelley Holsopple

Senior Account Supervisor, Brand Management

Noomi Grootens

Senior Account Supervisor, Strategy

Jacklyn Hayes

Senior Audio Engineer

Walter Bianco

Senior Brand Director, North America Laundry

Alex Perez

Senior Brand Manager

Preston Parnell

Senior Business Manager

Lisa Rimmer

Senior Editor & Creative Director

Steve Evans

Senior Manager

Conner Viers

Senior Media Manager

Justin Bracco

Senior Motion Graphics Artist

Candy Sui

Senior Vice President, North America Fabric Care

Martin Hettich

Senior Vice President, Project Management

Alisha Garfinkel

Senior Vice President, Sports

Patrick Wixted

Shopper Agency

Saatchi & Saatchi X

Sports + Entertainment Agency

Mktg

VFX Producer

Naomi Spiro

Vice President

Jordan Futscher

Vice President, Brand Management

Ashley Johnson

Vice President, Earned Media

Patricia Jones

VP, Director of Experience Strategy

Chris Gilbert

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