Tide has an opportunity to break into the sneaker head scene with a shoe cleaner. We’re calling it KICKS.
Bringing together everything we’ve learned on photography, layout and composition, color, and type, build a campaign out of your ideas. The campaign should include at least 2 print / OOH ideas. Come up with one extension to your ad — based on the chosen insight. The extension can be a OOH stunt or social — i.e., homeless people tweet or Adidas jump.

Insight & Idea
Tide proves to be the best in clean, now for your shoes.
Shoe care is a $5 billion market, projected to grow 5% by 2031, with formal shoes taking 53% of global revenue, and the sneaker market steadily growing. As a globally recognizable household product, Tide has an opportunity to break into the sneaker head scene with a shoe cleaner. We’re calling it KICKS.
Extension Concept
Tide will partner with the Shoe Surgeon — one of the biggest names in the sneaker world — to expand the reach of KICKS and his shoemaking class. The Shoe Surgeon has a scholarship for his program and Tide would sponsor it with the goal of encouraging young artists to explore and pursue careers in shoe design.
Pieces created from the course would be given to athletes or skaters to use. Once worn, Tide KICKS would be used by the athletes to restore them back to new. These content journeys would be documented through videos and photos for promotion on social and media outlets e.g. TikTok & the news. This would also help scholarship recipients get jobs or into higher education.
The photography style for this campaign is minimal, delightful, rebellious, and sophisticated. The visuals are inspired by vibrant campaigns shot for Nike, KENZO, Converse & FILA.
Design & Photo Direction/Production: Mark Baker-Sanchez
Logo Design & Packaging: James Merendino
Photo Editor & Retouching: FAIZ
Photography: Justin Clemons
Model: Iliana Baker-Sanchez
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