Role: Creative Director
*See end of page for full campaign deck and team credits*
*See end of page for full campaign deck and team credits*
Ask and Insight
The primary benefit of cold water washing is energy-saving. Which, despite being quite significant for the environment
(90% of energy saved per load on average), it sparks the least interest among consumers because it has the least tangible
and immediate effects.
Our quantitative and qualitative research reflected that although consumers care about their carbon footprint, it is not a top concern...but money is. This insight bridged our client's ask while resonating with our target (18-35 year-olds).
(90% of energy saved per load on average), it sparks the least interest among consumers because it has the least tangible
and immediate effects.
Our quantitative and qualitative research reflected that although consumers care about their carbon footprint, it is not a top concern...but money is. This insight bridged our client's ask while resonating with our target (18-35 year-olds).
Approach
We switched the focus of the campaign to deliver the same message, but in a way that would drive more interest
from our audience: putting the money-saving aspect as a primary benefit.
from our audience: putting the money-saving aspect as a primary benefit.
To make cold water washing synonymous with tangible savings, we approached laundry loads as a new currency,
pricing small (yet valuable) expenses, with the amount of cold water loads equivalent to their dollar prices.
pricing small (yet valuable) expenses, with the amount of cold water loads equivalent to their dollar prices.
Agency VP: Kathy Tran
Account Director: Gray Mabry
Creative: Fatima Salazar (Director), Avery Blackwell (CW), Avery Smith (CW), Alayna Kozak (AD), Tony Saucedo (AD),
Strategy: Aleksa Flyckt-Csitkovits (Director), Bryan Chen , Destiny Reyes, Isabella Gomez, Isabelle Keever, Journey Sais
Media: Emily Jones (Director), Jamie Lee