Persil
Evolving a 20-year old brand platform through pivotal moments in history.
Role
Senior Creatives/ Associate Creative Directors/ Global Creative Directors
Agency
Lowe and Partners Bangkok/ DLKW Lowe/ MullenLowe London
Our first Persil brief landed on our desks in Thailand in 2013, with the task to build on the long-standing idea that dirt is good for child development. We produced campaigns like Layers, which was awarded with a D&AD pencil.
Moving to London in 2014, we saw Persil as rich territory to express a steadfast point of view globally amidst different contexts, whether it was to help parents navigate busy schedules, balance screen time, keep kids entertained during lockdown, or support a more eco-conscious generation.
In 2019, we became Global CDs of the account, successfully landing their response at a time when dirt wasn’t good. Our campaign was one of the top 10 ads of 2020 by Campaign. We also helped them pivot the brand successfully in 35 markets, driving unprecedented growth in key markets like India, China, and France.
Through our 8 year journey with the brand, we learned the value of clarity, consistency, and rolling up your sleeves to get to anything good.
We don’t develop without dirt.
Using data to remind us of the wonderful outdoors.
Exploring offline beats searching online.
Repositioning during a global pandemic.
When the world went on lockdown in March of 2020, we needed to quickly pivot our message and figure out how we could tangibly support families at this time.
In a matter of 10 days, we produced and launched the campaign ‘Home is Good.’ It was rolled out in over 23 countries together with educational content in partnership with National Geographic.
Evolving the brand for a new generation.
Using the same Dirt is Good platform, we inspired compassion for our world led by genuine positive action from the brand.
