Fold Your Stains Away.

The video below shows a number of stop motion clips featuring a new ad campaign for Tide. The ads are double page spreads that feature an illustration with a large color blob on it. The blob folds up like a piece of origami to reveal the Tide logo which integrates back into the original illustration.

When I first saw the video I was pretty impressed with the innovative approach, requiring user interaction with the ad. Most print based campaigns are fairly passive experiences, and this is the kind of interaction that leaves a memorable impression with the participant. The one question I had, was with the minimal amount of instruction on the page would the reader know to fold up the “stain”?, or would they skip past it not seeing the call to action? The instruction looks like a single line of copy “Fold Here” with a thin line showing where to fold the stain up. Once you begin, arrows and lines direct you on where to, and the direction to fold.

It’s a great idea, but I’m not sure readers would get it. I’d really like to see what kind of results this campaign received in the end.

Agency: Leo Burnett, Mumbai, India
Creative Director: KV Sridhar
Art Director: Ganesh Nayak
Designer: Sadanand Narvekar
Illustrators: Nishikant Palande, Priyanka Chavan, Pranali Bhogale,Ganesh Nayak