Really simple idea, nicely executed and totally to the point. That’s about all you can add to this outdoor for Tide, a Procter & Gamble laundry product. This has got to be about the most obvious approach I’ve seen for any product in this category. It makes its point in the subtle details of the image. Just focus on the breast pocket of the shirt and it’ll all become clear to you. Awarded with a bronze lion, for logical reasons. Funny how reversing things can make the difference. Instead of the ink of a pen that makes stains, it’s the pen-shaped stain remover that makes ‘clean stains’.
Category: Household: Cleaning Products
Title: Pocket
Advertiser: Procter & Gamble
Product or Service: Tide-To-Go Instant Stain Remover
Advertising Agency, City: Saatchi & Saatchi, New York
Country: USA
Creative Directors: Tony Granger/Barbara Boyle/Jan Jacobs/Leo Premutico
Copywriter: Menno Kluin
Art Directors: Michael Schachtner/Julia Neumann
Photographer: Philip Habib
Account Supervisors: Andrea Diquez/Sarah Beaumont/Gus Marmarinos/Beth Galloway
Other Credits:
Art Buyer: Bronwen Gilbert
Digital Artist: Aaron Padin