For the 2024 National Student Advertising Competition, our team worked with Tide to encourage Gen Z consumers to adopt cold-water washing as a more sustainable habit. While young audiences often express concern for the environment, that concern doesn’t always translate into purchasing behavior. Our strategy reframed cold-water washing around benefits Gen Z values most: extending the life of their clothes, saving money, and reducing environmental impact.

The campaign concept, “Love It Longer,” served as a flexible platform connecting fashion longevity, financial savings, and sustainability under one cohesive message. Rather than relying on guilt-driven environmental appeals, the campaign highlighted practical, lifestyle-oriented advantages that felt relevant and motivating to a Gen Z audience.

I contributed to the project through select art direction support and ad creation, as well as assisting Evan Johnson with portions of the campaign book design and visual execution. I also participated in presenting the work. The campaign earned first place at AAF District 10 and placed 7th nationally out of 103 competing schools.