P&G’s revolutionary Tide Pods needed an innovative solution to break through the cluttered media environment and reach the masses. The first CPG product to dominate Canada’s busiest intersection, Yonge-Dundas Square, Tide Pods was unmissable with bright and bubbly creative. Leveraging location insights, the visually impactful campaign was able to grab attention, speaking directly to urban dwellers at the Square. Going big for the small laundry packs proved to be a success garnering over 14 million impressions over its 4-week campaign!