2012 Winners & Shortlists

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. +7500 BLOGS +22,000 LIKES +12,000 TWEETS