Real Change
Role
Global Creative Directors
Agency
MullenLowe London
For over a decade, Persil’s Dirt is Good platform was focused on encouraging messy play for child development.
In 2020, the brand needed a more outward expression of Dirt is Good. It was time to use the platform to inspire compassion for our world led by real positive action from the brand.
Showing how change happens when we get dirty.
The campaign was supported by brand action programs, partnering with Unicef and Nat Geo to support 10 million young kids in their quest to take positive action for the world.
The roll out in 35 markets unlocked unprecedented value growth, with record market shares in India, China, Turkey, Argentina, and France.
The campaign also received 2 Gold WARC awards for Most Purposeful Effective Campaign and Sustainability Award.
102
Units Sold Per Second
35
Markets
+8%
vs year before