Tide

#TurnToCold

NEW YORK

2023

Entrant Company: Saatchi & Saatchi
Medium: Creative Effectiveness
Category: National
Entry Type: Product/Service

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Credits

Agency Network	Saatchi & Saatchi
Holding Company	Publicis Groupe
Production Company	Biscuit Filmworks, Los Angeles
Advertiser Brand	Procter & Gamble, Cincinnati
Advertising Agency	Saatchi & Saatchi, New York
Entrant Company	Saatchi & Saatchi, New York
Shopper Agency	Saatchi & Saatchi X, Cincinnati
Public Relations Agency	Marina Maher Communications / Ketchum, New York
Public Relations Agency	MKTG Sports and Entertainment, Cincinnati
Talent Agency	Platinum Rye Entertainment/The Marketing Arm, Chicago
Production Company (additional)	Biscuit Filmworks, Los Angeles
Post Production Company	Arcade, New York
Post Production Company	Harbor, New York
Music/Sound Company	Pickle Music, New York
Post Production Company	Company 3, New York
Chief Executive Officer	Andrea Diquez / Saatchi & Saatchi
Chief Executive Officer, Woven	Sarah Beaumont / Saatchi & Saatchi
Chief Creative Officer, Woven	Paul Bichler / Saatchi & Saatchi
Chief Creative Officer	Daniel Lobaton / Saatchi & Saatchi
Creative Director	Lauren Varvara / Saatchi & Saatchi
Creative Director	Adrian Chan / Saatchi & Saatchi
Creative Director	Hunter Simms / Saatchi & Saatchi
Creative Director	Thompson Harrell / Saatchi & Saatchi
Senior Art Director	Preethi Balakrishnan / Saatchi & Saatchi
Senior Copywriter	Kelsey Boylan / Saatchi & Saatchi
Senior Art Director	Eduardo Lunardi / Saatchi & Saatchi
Senior Copywriter	Rich Whelchel / Saatchi & Saatchi
VP, Executive Producer	Dani Stoller / Saatchi & Saatchi
Producer	Danielle Hallack / Saatchi & Saatchi
SVP, Group Account Director	Caitlin Reynolds / Saatchi & Saatchi
VP, Group Account Director	Jen Brotman / Saatchi & Saatchi
Senior Account Manager	Jennifer McGill / Saatchi & Saatchi
Account Supervisor	Guillermo Betancourt / Saatchi & Saatchi
Account Manager	Anna James / Saatchi & Saatchi
Digital Account Manager	Joe Anthony / Saatchi & Saatchi
Account Executive	TJ Daigler / Saatchi & Saatchi
Account Executive	Sosun Tarin / Saatchi & Saatchi
Assistant Account Executive	Claire Lancaster / Saatchi & Saatchi
VP, Group Planning Director	Nayantara Mukherji / Saatchi & Saatchi
Director Digital Experience	Alan Lin / Saatchi & Saatchi
Senior Business Affairs Manager	Lisa Rimmer / Saatchi & Saatchi
Senior Vice President, North America Fabric Care	Aga Orlik / Procter & Gamble
Brand Vice President, North America Laundry	Amy Krehbiel / Procter & Gamble
Senior Brand Director, Tide	Jennifer Maxwell / Procter & Gamble
Brand Director, Tide	Alex Perez / Procter & Gamble
Senior Brand Manager, Tide	Bethany Kasper / Procter & Gamble
Senior Brand Manager, Tide	Molly McGuire / Procter & Gamble
Group Vice President BBIC	Kimberly Doebereiner / Procter & Gamble
Director, Advertising Production	Paul Chick / Procter & Gamble
Communications Director	Rotha Penn Brauntz / Procter & Gamble
Communications Manager	Henry Molski / Procter & Gamble
Media Director	Tracy Suer / Procter & Gamble
Associate Director of Media	Matt O’Shea / Procter & Gamble
Associate Director of Media	Justin Bracco / Procter & Gamble
Media Manager	Lauren Lasson / Procter & Gamble
VP Creative Director	Casey Lissau / Saatchi & Saatchi X
Creative Director	Michael Limbert / Saatchi & Saatchi X
Associate Creative Director	Derrick Ellis / Saatchi & Saatchi X
Senior Art Director	Mo Philopos / Saatchi & Saatchi X
Art Director	Eric Rutherford / Saatchi & Saatchi X
Associate Account Director	Sadia Ashraf / Saatchi & Saatchi X
Account Executive	Sophie Huston / Saatchi & Saatchi X
Project Leader	Tonya Hornsby / Saatchi & Saatchi X
Senior Copywriter	Eric Hahn / Saatchi & Saatchi X
Producer	Alli Whitaker / Saatchi & Saatchi X
Production Manager	Jenna Schellhause / Saatchi & Saatchi X
Executive Director, Brand Building and Digital Innovation	Laura Brinker / Marina Maher Communications / Ketchum
Executive Director, Earned Media	Sara Baker / Marina Maher Communications / Ketchum
Group Senior Vice President, Director, Talent and Partnerships	Marissa Festante / Marina Maher Communications / Ketchum
Group Senior Vice President, Strategy & Innovation	Diana Sfera / Marina Maher Communications / Ketchum
Group Senior Vice President, Brand Business	Samantha Halpern / Marina Maher Communications / Ketchum
Vice President, Brand Management	Melissa Chua / Marina Maher Communications / Ketchum
Vice President, Project Management	Tina Khiatani / Marina Maher Communications / Ketchum
Senior Account Supervisor, Earned Media	Thomas LaBelle / Marina Maher Communications / Ketchum
Senior Account Supervisor, Brand Management	Noomi Grootens / Marina Maher Communications / Ketchum
Account Supervisor, Earned Media	Nicole Tarko / Marina Maher Communications / Ketchum
Account Supervisor, Influencer Marketing	Clare Redway / Marina Maher Communications / Ketchum
Account Supervisor, Influencer Marketing	Lauren Kaplan / Marina Maher Communications / Ketchum
Account Supervisor, Project Management	Alyssa Bowie / Marina Maher Communications / Ketchum
Account Executive, Brand Management	Lauren Lacroix / Marina Maher Communications / Ketchum
Account Executive, Brand Management	Jessica Cooper / Marina Maher Communications / Ketchum
Managing Director, Purpose	Jessica Mendelowitz / Marina Maher Communications / Ketchum
Vice President, Purpose	Chloe Kivestu / Marina Maher Communications / Ketchum
Vice President, Purpose	Julia Blumenthal / Marina Maher Communications / Ketchum
Senior Director	Jordan Futscher / MKTG Sports+ Entertainment
Senior Manager	Rob Sipniewski / MKTG Sports+ Entertainment
Manager	Conner Viers / MKTG Sports+ Entertainment
Associate	Daniel Dideriksen / MKTG Sports+ Entertainment
Platinum Rye Entertainment/The Marketing Arm	Lori Heckman Golden / Platinum Rye Entertainment/The Marketing Arm
Platinum Rye Entertainment/The Marketing Arm	Valerie Holmes / Platinum Rye Entertainment/The Marketing Arm
Platinum Rye Entertainment/The Marketing Arm	Brad Griffiths / Platinum Rye Entertainment/The Marketing Arm
Platinum Rye Entertainment/The Marketing Arm	Amanda Levine / Platinum Rye Entertainment/The Marketing Arm
Platinum Rye Entertainment/The Marketing Arm	Will Ober / Platinum Rye Entertainment/The Marketing Arm
Platinum Rye Entertainment/The Marketing Arm	Basia Wojcik / Platinum Rye Entertainment/The Marketing Arm
Platinum Rye Entertainment/The Marketing Arm	Alex Hanono / Platinum Rye Entertainment/The Marketing Arm
Platinum Rye Entertainment/The Marketing Arm	Hallie Herrmann / Platinum Rye Entertainment/The Marketing Arm
Director	Aaron Stoller / Biscuit Filmworks
Partner / Managing Director	Shawn Lacy / Biscuit Filmworks
Executive Producer	Holly Vega / Biscuit Filmworks
Head of Production	Sean Moody / Biscuit Filmworks
Producer	Mala Vasan / Biscuit Filmworks
Director of Photography	Damian Acevedo / Biscuit Filmworks
Director of Photography	Toby Irwin / Biscuit Filmworks
Director of Photography	Jo Willems / Biscuit Filmworks
Production Designer	Dan Butts / Biscuit Filmworks
Production Designer	Alexis Ross / Biscuit Filmworks
Editor	Jeff Ferruzzo / Arcade
Executive Producer	Sila Soyer / Arcade
Senior Post Producer	Andrew Cravotta / Arcade
Assistant Editor	Max Hoffman / Arcade
Flame/VFX Artist	Bryan Rosenblum / Arcade
Social Content Editor	Steven Reglis / Arcade
Flame/VFX Artist	Tristian Wake / Arcade
Flame Assistant	Mark Popham / Arcade
Creative Dir Commercial Audio/Mixer/Sound Designer	Steve Perski / Harbor
Audio Assistant	Brian Battersby / Harbor
Senior Audio Producer	Lauren Boyle / Harbor
Audio Coordinator	Cameron McGarry / Harbor
Sr. Colorist	Damien Vandercruyssen / Harbor
Head of Commercial Color	Tim Masick / Company 3
Senior Producer, Short Form	Kevin Breheny / Company 3
Music Creative Director	Alexis Estiz / Pickle
Composer	Dario Calequi / Pickle
Composer, VO	Lonnie Jordan / Pickle
Producer	Erika Freijo / Pickle
Producer	Lupita Alvarez / Pickle

This 2023 Clio Awards Shortlisted entry titled '#TurnToCold' was entered for Tide by Saatchi & Saatchi, New York. The advertising agency is part of the agency network: Saatchi & Saatchi and holding company: Publicis Groupe. The piece was submitted to the medium: Creative Effectiveness within the entry type: Product/Service and the category: National. It consists of 1 video and 5 images.