New Blood Entry — Be Dirt Worthy
Award: Yellow Pencil
OMO, Unilever / 2023
The dirt you acquire throughout your day is evidence of a life well-lived - so if you have none, you must not be living boldly enough. But when only 16% of Brits wait for their clothes to be visibly dirty before washing, there appears to be a fear of acquiring dirt. But to be messy is to be interesting.
Persil has the unique opportunity to rebrand dirt as badge of honor denoting a life well lived, and challenge a new, younger audience to Be Dirt Worthy before they run their wash cycle.
What did the judges have to say?
Be Dirt Worthy challenged the audience to earn their dirt in a way that elevated the existing brand platform of Dirt is Good, with an excellent tone of voice.
Faria Ferdous Ellesson, Creative Director, Critical Mass
The Be Dirt Worthy campaign was truly deserving of a Yellow Pencil for its innovative approach towards a product as seemingly mundane as detergent. By reframing the perspective on dirt and stains, it promoted the idea that getting dirty is not just inevitable, but a worthy endeavour – signifying play, adventure and experiential learning. The concept excellently resonated with the young audience, creatively sparking a discussion about the importance of hands-on, tactile experience. The campaign’s outstanding execution, both in terms of concept development and design, exemplifies the power of creative storytelling in marketing.
Joseph Dubruque, Creative Director, McCann Paris