Part of Persil's 'Dirt Is Good' campaign, this latest iteration from MullenLowe champions real change and communicates the environmental actions the company is taking: packets are made with 50% recycled plastic, are 100% recyclable, and the formula itself now contains plant-based stain removers.
Shot during lockdown, six international DoP's filmed their own families taking part in environmentally friendly activities. Sweetshop director Liz Murphy said, “Crafting this film was a really unique and interesting process. We spent months seeking out like-minded cinematographers around the world that had the right aged kids, alongside immediate access to great natural locations. We spent a lot of time working together remotely in pre-production ‘building the net’ as we called it. We created a visual rulebook of sorts, and had everyone shooting over a week’s period, which allowed me to feedback overnight and make sure we were catching the gems.
40 hours of footage, from 5 countries later, we had a film that was shot almost entirely by the cinematographers and kids in their own local neighbourhoods – and I never even left my front door. I love the intimacy and authenticity of the moments, knowing that they happened even more organically than a traditional shoot would have allowed.”