Tide - Wash Away Labels

Tide and National Council of La Raza partnered to combat stereotypes faced by Hispanics in the US. In the #WashAwayLabels campaign, negative stereotypes were printed on T-shirts using ketchup stains as ink. Individuals then washed them using Tide Pods, removing the hurtful labels. The blank space left on the shirts was filled with positive descriptors. The YouTube video garnered over 6.3 million views during Hispanic Heritage Month alone, promoting the message of equality and a fresh start.

Even Ricky Martin got behind this movement to spread the message.

Agency: Conill Saatchi & Saatchi
Director: Jorge Colon

Awards & Recognition:
-Effie Awards Bronze
-USH Idea Awards Silver