Collateral Stains Stories
1 Gold, 1, Silver, 2 bronze, 6 shortlisted
Tide turned the camera around to focus on the regular people who live in the Marvel Universe and have to clean the messes, and stains, the heroes leave behind. Partnering with Marvel, Tide went through all 36 films and 10 TV series to identify every single collateral stain victim. Then they spent three months working with Marvel’s casting agents and stunt coordinators to track down the real extras to turn them into the heroes of the campaign. Tide told their collateral stain stories from TV to TikTok, outdoor to OLV, and they treated the launch of the campaign like the launch of a Marvel movie, from sending the talent to the red carpet, turning them into action figures, even creating their own screening where fans could experience all the action - and stains- that happen in the Marvel Universe.