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New Blood Entry — Live. Rinse. Repeat.

Award: Wood Pencil

OMO, Unilever / 2023

How does Persil inspire young adults to dream and dare with their ‘Dirt is Good’ message? Well, there’s great irony that those who are dirty (literally dirty and metaphorically vulnerable) are those who feel the most cleansed (symbolically free). With a bold touring laundry-machine on wheels interactive, a seductive radio script, sexy traditional posterizations (OOH), and social media presence - this campaign aims to free young adults from the fear of dirt, allowing them to revel in the joy of grime. So by the end of the campaign, young adults had no fear of getting dirty, only in staying clean.