UNI Team Wins Stand Out Experiential at AAF District 9 NSAC

On Friday, April 19, the NSAC team from the AAF college chapter at the University of Northern Iowa (UNI) won a judge’s citation for “Stand Out Experiential” for their experiential activations that were part of their “Save Your Style” campaign for Tide presented at the AAF District 9 National Student Advertising Competition in Lenexa, Kansas.

The UNI team recommended that Tide’s sustainability goal to reduce the carbon footprint by encouraging consumers to wash clothes in cold water be accomplished by appealing to GenZ’s sense of style and their love of their own clothing. The team cautioned Tide that sustainability initiatives can backfire with GenZ – and that direct appeals can be perceived as “fake” greenwashing.

Instead, the UNI team presented Tide with a visually stunning campaign that appealed to GenZ’s love of their clothing. The campaign’s tagline was “Save Your Style”. By washing in cold water, GenZ consumers can reduce wear, fading, color bleed, and shrinkage. By appealing to GenZ’s love of fashion, Tide can position itself to increase positive brand consideration.

The thirty-two member NSAC team was the largest in UNI history, and included students from a variety of majors across campus:

NSAC 2024 Team Members

The National Student Advertising Competition (NSAC) is the premier college advertising competition that provides more than 2,000 college students the real-world experience of creating a strategic advertising/marketing/media campaign for a corporate client.