Ça lave en sale.
Tide Iris Bouquet
For their new product tailored to the Quebec market, Tide chose to spotlight the province’s floral emblem: the blue flag iris (no, it’s not a fleur-de-lys).
Qolab was enlisted to draw on Quebec’s cultural references to demonstrate why Quebec needs Tide.
The answer is encapsulated in videos that humorously celebrate the many ways Quebecers love to get their clothes dirty.
And good news: Tide Iris Bouquet, ça lave en sale (Quebec slang for gets the dirt out).
A campaign inspired by Quebecers, for a Tide fragrance inspired by Quebec.
Who did what
Client: P&G
Agency: Qolab
Chief Creative Officer: Jocelyn Goyer
Creative Director and Copywriter: Chantal Joly, , Martin Cinq-Mars
Art Director: Mathias Harvey-Morin
Production: François Forgues, Marie-Claude Perreault
Account Managers: Morgane Bourel, Ariane Stapleton
Production company: MELS
Production company: Qolab
Director: Jean-Marc Piché
Director of Photography: Jean-François Lord
Set Designer: Sylvain Dion
Stylist: Valérie Brousseau
Casting: Denise Charest
Offline Editor: Jean-François Bergeron
Online Editor: Olivier Ruel (MELS)
Colourist: Maxime Taimiot (MELS)
Sound engineer: Maxime Voinson (MELS)
