ABOUT

By promoting this universal truth, “Dirt is good” allowed Unilever's Persil/OMO brand to connect with parents around the world, increase its market share and global revenues, but this role was always from parents to children, what if under that same truth we expanded the target? the roles have changed today.

Context
In a market saturated by messages promoting cleanliness as a symbol of perfection, Persil faced the challenge of connecting with a new generation of consumers who value authenticity, effort and learning over superficial neatness.

Insight
Stains no longer represent carelessness: they are traces of lived experiences, of significant moments that make us grow. Because behind every stain, there is a success story.

Creative Idea
"Behind a stain there is a story of success" is a campaign that redefines stains as symbols of achievement. Through real stories, we made visible how stains can be the result of a first day of work in a kitchen, a decisive soccer game or an art session that changed the course of a life. Each story was narrated from a stained garment: the uniform, the t-shirt or the robe turned into a silent witness of that transforming moment.

Production
After the creative stage, I used generative AI tools, here I list them.

Midjourney (static image generation)
Photoshop and Firefly (static image retouching)
Kling AI (static image animation and lip sync)
Eleven labs (voice generation)
Suno AI (music generation)
After Effects (integration and edition)