ABOUT

Brief:

Come up with an equity-building activation that allows a brand like Tide to contribute and give back to the Lebanese community, amidst the economic crisis Lebanon is witnessing since 2019.

Approach:

Tide – the brand of the people – needed to intervene, to alleviate some of the load off Lebanese’ shoulders, brighten their mood, and ignite a small glimpse of hope in their day-to-day life.

Despite the electricity crisis, advertising billboards in Beirut were still lit, powered by privately-owned generators and an autonomous source of energy. We realized that light-colored ads lit up the neighboring streets much better than the dark ones.

Given Tide has always been associated with the attribute of bright whiteness, we decided to run an Out-Of-Home campaign that simply features clean white garments washed by Tide. This turned the billboards of Beirut into a real source of light brightening its dark streets. The whiter the garment, the brighter the light, and what’s brighter than Tide’s white?

Our communication idea:
Whiteness that Brightens Beirut’s Darkest Streets.

Execution:

We collaborated with our media partners to select different billboards in prime locations around the city.

To maximize the campaign’s impact, our aim was to cover key intersections with high traffic, streets that usually attract pedestrians, as well as neighborhoods with small shops. Through this, we managed to provide a sense of security for all – pedestrians, drivers, and business owners.

The campaign ran for more than two weeks; during the day, our Tide ad alternated with other ads, however starting 7 P.M., the billboards become exclusive for Tide, providing a constant source of light for the neighboring streets.

Results:
The biggest result the campaign achieved is offering a sense of security to Lebanese people; every billboard light made someone’s night a little safer and less frightening. In fact, throughout the campaign, we managed to achieve a daily reach of 16,456 people across our 28 locations, allowing us to brighten the night of 230,380 Lebanese in total. Tide’s small act of defiance ignited a light at the end of a pitch-black tunnel, with the hope for a brighter tomorrow.

In addition, the activation was covered in several media outlets and online blogs, such as Arab Ad and Ad Magazine, to name a few.