Brand | PROCTER & GAMBLE |
Product/Service | TIDE |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Point of Sale |
Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Design/Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Brief Explanation
The United Arab Emirates currently consumes a shocking 20 billion plastic bags a year. So
devastating is this figure that the Minister of Environment & Water set strict measures for the
UAE to be plastic-bag free by 2013. And while we many not think a simple grocery trip is
harmful to our environment, our collective use of plastic bags is a huge cause of concern.
Targeting existing shoppers that use plastic bags, the aim was to demonstrate Tide's superior
cleaning while creating a positive change in shopper behavior.
The Brief
Washing detergents are a staple part of every grocery list and Tide is regarded as one of the
world's most trusted brands. Targeting existing shoppers, the objective was to demonstrate
Tide's outstanding cleaning results.
How the final design was conceived
In order to limit our dependency on plastic, special tote bags were developed that were not
only eco-friendly but also equally as functional. Modeled after a notepad, the Tide Smart Bag
transforms into an instant grocery list that can be washed and used over and over again,
providing people with an eco-friendly accessory on future shopping trips. The bags were
distributed along with a box of Tide and a marker.
Indication of how successful the outcome was in the market
Recognized as an environmentally safe and stylish companion, the Tide Smart Bag quickly caught the attention of the online community. In a matter of days the Tide Smart Bag collected over 3.000.000 media impressions on fashion/design blogs and magazines. By transforming the shopping experience into a sustainable one, Tide and all its customers are helping the United Arab Emirates meet its plastic free future.
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Credits
Malek Ghorayeb/Peter Bidenko |
Leo Burnett Dubai |
Regional Executive Creative Director |
Mohamed Oudaha |
Leo Burnett Dubai |
Creative Director |
Rafael Rizuto |
Leo Burnett Dubai |
Senior Art Director |
Dima Kronfol |
Leo Burnett Dubai |
Senior Art Director |
Nabil Rashid |
Leo Burnett Dubai |
Senior Copywriter |
Murid Rahhal |
Leo Burnett Dubai |
Interactive Designer |
Sachin Mendonca |
Leo Burnett Dubai |
Communication Manager |
Karim Abdelmoniem |
Procter/Gamble Gulf |
Abm Shopper Marketing |
Praveen Kumar |
Leo Burnett Dubai |
Production Executive |
Francis Contreras |
Leo Burnett Dubai |
Photographer |
Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
Runaas Daheem |
Tide AP/P&G |
Brand Manager |
Ramzi Sleiman |
Leo Burnett Dubai |
Regional Account Director |