Detergent brand Tide’s Twitter account @laundryline features answers to users’ laundry-related questions from laundry professionals. To add personality to Tide’s service, Saatchi & Saatchi New York teamed up with production company Made by Radio to create a whimsical character that represented the brand. Animated GIFs ran alongside @laundryline’s tweets, showcasing the character with clean vector-graphics and bold colors. Made by Radio also developed a tool kit of different outfits, body parts, background elements and animated responses to suit the different questions posed to Tide.

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