The new campaign for Persil presents a clever concept with fair art direction. Here, the garments are shown in the shape of flamingo, butterfly and fish. These figures are closely connected to environment and persil makes an indirect claim that it is environment-friendly.
There are species that are on the brink of extinction. The small caption – Persil- protect them before they fade- is apt for the art direction. No one wants the colours of their garments to fade out. The campaign denotes that colour, like all the valuable things in this environment, is subject to danger if it has not given adequate protection.
In the ad, Persil never attempts to claim directly that it is an eco-friendly detergent. Ok. The concept and caption say it. But they could have made it a bit louder. They could have included one more single line to describe it.
Credits:
Agency: DDB, Warsaw
Art Director: Johan H. Ohlson, Iwa Bondarczuk
Copywriter: Ruda Mazurek, Marek Wyznikiewicz
Photography: Peter Lippmann
Via: Ads of the world
