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DiG
Free The Kids

RAN IN: United Kingdom

CLIENT
Unilever

James Hayhurst (Global Brand Director)
Dan Izbicki (Creative Excellence Director)
Maddie Fisk (UK Assistant Brand Manager)
Stuart Edmunds (Global VP DiG)

AGENCY
MullenLowe London *Lead Agency

Alex Okada (Global Creative Director/Creative)
Bruno Ribeiro (Creative Director/Creative)
Matthew Sherratt (Global Account Director)
Ayesha Walawalkar (Global Planning Director)


Edelman

Jaclyn Murphy (Director of Brand Purpose)


Project Dirt

Cath Prisk (Global Partnerships Manager)


MullenLowe Profero


PHD


SUMMARY

Trapped in a declining category without the new news or dominant share-of-voice to win on product comms, we needed a radical approach to capture people's interest. Persil went on a mission to draw attention to, and take action to change, the dramatic lack of time kids spend playing outside with a shockingly reframed statistic. As well as generating buzz (over 58 news articles worldwide) and growing the brand (12million more washes), we also did some good, getting kids outside for 839,000 more hours.

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: BRANDED CONTENT;CINEMA;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;MOBILE/TABLET;App;PR;PRINT;Newspaper - Print;RADIO;Spots (Radio);RETAIL EXPERIENCE;Other (Retail Experience);SOCIAL MEDIA

Audience: Families

Objectives: Children (12 and under);Families;Fathers;Mothers

Type: Business to Consumer

Classification: National

Language: English