In 2012 we pitched Dial Naturals. This was one of three larger campaigns, but one that I liked the best. Allison Khoury (writer), Karin Knudson (Strategist), Suosdey Penn (ACD) and myself (CT) put most of this together, a campaign idea about how women prepare themselves for each day, and that each day is a big day in their lives. Sometimes you pitch work and you have no idea how someone else won. In this case, at least we can show off the big idea. 

A collage of various household and grooming items, including a showerhead, alarm clocks, toothbrushes, a hairbrush, a drawer of cosmetics, and other small personal items, with a motivational quote on the right side. The quote reads: "The first step f
A woman looking at herself in the mirror, with motivational text about being ready for the new school year. A pack of Dirol Opta fresh gum is superimposed on the lower left side of the image.
Black and white photo of a young woman with natural curly hair, with an advertisement on a bus stop shelter that reads "Be a Force of Nature" and features a green bottle of Dial body wash.
Left side: close-up of a person holding a bath sponge on their shoulder, overlay text reads 'Mother Nature has your back.' Right side: person taking a shower with soap bubbles, overlay text encourages readiness for tasks like fighting cancer, walking
Four smartphone screens displaying a shower-themed app, including images of bubbles and water, song options, a challenge selection, and a water consumption chart with a congratulatory message.
Display stand promoting Dial Naturals shower products with a shorter shower challenge theme, including a shower timer, a handbook, and various soap bottles.
Collage of six images with summer and water themes, including shower handbook, beach, singing, navy, tree reflection, and water drop on flower
A water bill from Los Angeles Department of Water & Power, a note about the Shorter Shower Challenge, and a couple of moisture indicator cards with water drop icons.
Laptop screen showing a website with the title "Aren't you glad?" and featured images of social media posts, along with Dial Naturals products on the right side.
A split image with two women in bathrooms. The left woman is washing her face and the right woman is looking into a mirror. Both have bottles of Dial body wash visible. The left side has text: 'Cue your inner power ballad.' The right side has text: '
A laptop screen displaying a website called 'Positivity Mobs' featuring images of successful mobile groups, a product display for Dial Naturals, and text encouraging positivity and joining a digital activity.
An advertisement featuring a woman with wavy hair holding her head, with text emphasizing being natural in various roles. There is a bottle of Dial soap in the bottom right corner.
Sidewalk scene featuring a small public seating area with a wooden bench and planter, parked bicycles, trees, and storefronts on a busy street with cars and pedestrians.
Screenshot of an online campaign page for 'Get Ready,' featuring a woman and a girl, with text about environmental documentaries, Kickstarter, Twitter, and fundraising.
A young woman with curly hair looking to the right, with the word 'MAY' repeated five times vertically on the left side of the image. Each 'MAY' has a different style and is accompanied by a motivational phrase. There is a small Dial soap advertiseme
Green promotional poster encouraging women to get ready declarations, with spaces to fill in her name and activity, featuring a woman holding a sign, and products including Dial soap and a smartphone.
A person showering with soap suds, with text overlay about preparing to prove your worth and fight for causes. On the right, green text highlights the letter 'B' and the message 'because we know there's a lot you have to take on.'
Green background with white text that says "WE BELIEVE". To the right, a paragraph states that women are natural teachers, caregivers, and a force of nature, emphasizing their energy, intuition, and role in planting seeds for the future, with a focus