How to keep an iconic brand iconic?
Nine years on the same brand sounds like a long time. It is. But longevity on a brand isn't about repetition – it's about knowing when to evolve and when to hold the line.
Persil is one of Germany's most iconic brands. Which means every campaign carries the weight of a legacy – and the risk of playing it safe.
The work below shows how we kept pushing.
Film
A selection of the best work we did in nine years. And as Persil is active in 40+ countries worldwide, there’s also one film from France where Persil is called LeChat.
Radio
One more convention in the world of detergent advertising is that people have to see clean garments. We challenged that with creative storytelling that creates images in people’s minds.