Frances Leach
创意总监 at adam&eveDDB
London, 英国
标题For Whatever Life Throws
广告公司
广告战役 For Whatever Life Throws
广告主 Unilever
品牌 Persil
首次发布日期 2013 / 7
行业领域 清洁用品、肥皂、洗涤剂
广告口号 Dirt is good
剧情简介 The 50” portrays a bright eyed, freckled girl in a pristine white dress, walking confidently as stains are thrown at her from all sides. The visual spectacle aims to show that Mum has done her best to prepare her children for a world of uncertainty. 
SUMMARY:
Unilever wanted to successfully launch a new formulation of Persil’s Small & Mighty in all new packaging. 

Small & Mighty offers better stain removal in an innovative, multifunctional bottle that includes a combined applicator and in-wash detergent holder. 
Tapping into mothers’ desires to put their children’s well-being first, Unilever wanted to get mums to sit up and notice their new product, but also reflect on whether they were doing everything possible to bring up emotionally resilient kids.
Success involved driving trial and subsequent purchase of the product in order to achieve market share gains. The objective was to reverse market share declines in France, maintain momentum in the UK and deliver a stand-out campaign which engaged with consumers emotionally.
The declining market share in France was reversed with a 6% sales increase delivering incremental sales of 1.9 million Euros. The campaign doubled the UK market share target with a 9% sales increase delivering sales of 3.3 million Euros.
媒体类别 电视
长度
音频后期制作
Agency
广告经理
广告经理
执行创意总监
执行创意总监
美术指导
文案
美术指导
文案
广告公司制片
广告公司制片
制作公司
后期制作 The Mill
客户企划
客户企划
导演

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