To celebrate 70 years of clean and the men and women who have made Tide great, we created three portraits of American style. Each embodying the spirit of Tide: Courage, Optimism and Authenticity.

The “Art of Clean” is about more than just removing dirt. It’s about giving people the confidence to celebrate who they are by wearing it proudly.

Inspired by pop art, street fashion and brand heritage, the “Art of Clean” is an illustrated and digitally painted poster series, using only Tide Orange, Yellow and Blue. The restricted palette builds strikingly vibrant images that reflect people who feel good about looking good, while creating a powerful impression of the brand.

The “Art of Clean” was brought to life via three large scale canvases installed at Procter & Gamble headquarters. These portraits helped create a conversation about the true impact of Tide beyond cleaning alone in a striking and iconic way that only Tide can. Instagram posts continue to spread this modern message to loyal users and Millennials alike, setting the stage for more commentary on life and style.

The “Art of Clean” proved to be a culturally relevant series worthy of display and has exceeded expectations in the amount of buzz and conversation throughout the P&G organization and social media. Employee engagement has increased exponentially through this stunning, original and impactful visualization of this iconic brand.