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Maggie Shepherd

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Tide Makes a Big Splash With ‘A Small Change’

P&G, Leo Burnett Vietnam proves the ‘power of a white shirt’

P&G Tide’s “A Small Change,” GPC Rating: 7.4

How big a change can the color of a shirt make in the lives of ordinary people? A lot more than you’d think. In Leo Burnett Vietnam’s experiential campaign for P&G's Tide, the agency showed that while a clean white shirt may seem like a small change, it could actually make all the difference.

The film follows the everyday lives of three hardworking street vendors in Vietnam, documenting their sales over the course of two days. On the first day, the vendors were dressed in their normal clothes, going about their regular day-to-day work schedule. On the second day, the vendors kept to the same routine, but now each sported a clean white shirt. The results? An incredible increase in sales and a positive change in customer attitudes.

The simple and beautifully captured stunt concluded with the line “Trust the power of a white shirt.”


About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.