This UK wide TV campaign for Tide starred the highly energetic and charismatic Alison Thea-Skot to continue the ‘Start Improv’ series as our confident improvising founder who has to make quick decisions. We want founders and small business owners to relate to our multitasking star since all businesses will have been there at one stage or another. As the expression goes – “fake it til ya make it”.
This campaign is a push to hero female founders in a still, largely male dominated startup scene. According to Beauhurst, in 2011, 11% of startups that raised equity investment for the first time were female founded. In 2018, this figure had nearly doubled to 21%.
To run alongside the TV commercial we produced an outdoor campaign across London, hero-ing our multi-tasking business owner Ciara.