C O L L A T E R A L  S T A I N S

For launch of Tide’s most powerful detergent ever, they wanted to highlight the biggest stains. And no universe is filled with bigger stains than the Marvel Universe.

But for this campaign, we decided to shift the camera off of the heroes and onto the everyday people in the background. The everyday people going about life in the Marvel Universe and having to deal with the mess the heroes create - or as we called it - collateral stains.

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We launched the campaign by turning the camera around to focus on the people in the background of those iconic fight scenes in Captain America: Brave New World and Thunderbolts*.

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Then we partnered with Marvel to identify every collateral stain in every Marvel film and TV show from the last 17 years. We watched every piece of the MCU to catalog the collateral stains, then worked with Marvel, casting agents, stunt coordinators, production assistants and filmmakers to track down those actors. From London to Atlanta, Vancouver to the mountains of Spain and flew them out to star in our OLV.

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Then we made them the stars of our social campaign.


     

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And our digital outdoor campaign.

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You wouldn’t be a Marvel hero without an action figure, so we turned our extras into a line of collateral stain action figures.

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And just like all the heroes in the Marvel Universe, we sent them to the red carpet premiere in Los Angeles – stained of course.

   

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But to really show off the idea of how stain filled the Marvel Universe can be, we invited fans to take part in the first ever 5D screening - to immerse them in all the action, and stains, you find in the Marvel Universe.

We rented a warehouse in Brooklyn and built a cinema quality theater, then surrounded it with a light and wind rig and 18 custom pneumatic-powered stain cannons all synced to the messiest moments in the film. The result was a one of a kind experience that put viewers into the film, and into a world of Collateral Stains. One that they didn’t have to worry about, thanks to Tide Oxi Boost.



     

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Within 24 hours of the campaign’s launch, Tide sold out at Walmart, their biggest retailer. Then Amazon.
The campaign generated over 1.6 billion earned media impressions. 417M engagements.

And it became the most talked about campaign in Tide’s history.

CCO: Joaquin Molla
Executive Creative Director: Jason Stefanik, Marcelo Padoca
Creative Directors: Anthony Chelette, Step Schultz, Jon Bellinger, Giovanni Muratori
5D Experience Creative Team: Evan Schultz, Lisa Eri & Adam Van Dusen
Thunderbolts* TV & Social: Alex Taylor, Lisa Eri & Adam Van Dusen
Design: Agatha Sohn, Ralph Bachir, Brendon Park