Every successful person once had a messy start in their life or career, but despite shortcomings, they achieved their dreams while still looking their best.
We created a campaign for PERSIL detergent, encouraging Gen Z to dare to chase their dreams without fear of getting dirty.
Art Director: Hunter Bell
DIGITAL ENGAGEMENT
In a fast-paced world where everyone is chasing perfection, we want to spotlight the messy moments of chasing a dream, by making “dirt” as a badge of honor.
“A VERIFIED MESS”
IDEA:
We’ll get TikTok users to embrace their messy moments by sharing unedited content of them doing what they do best. In return, we’ll honor their messy journey with a verified Persil verified tick on their profile.
HOW IT WORKS:
> Persil will partner with TikTok and leverage the influence of TikTokers, who are notorious for sharing unedited or imperfect content.
> Leveraging TikTok algorithms, each user will be required to share 50 or more messy content on their profile to earn the coveted Verified Persil tick on TikTok as a badge of honor.
Leveraging celebs with humble beginnings like Harry Styles, Dua Lipa, and Lizzo, we will start a Twitter conversation, by encouraging people to tweet about the struggles of rolling in the dirt to pursue a dream, despite setbacks, using the hashtag #DareToGetDirty
