BBH won the Persil business at the end of 2005 and since then has been producing various product led campaigns
Alongside this activity BBH has been working on a global brand campaign which aims to bring to life the ‘Dirt is Good’ strategy.
BBH has created ‘Every Child Has The Right’ as a framework to deepen consumer’s understanding and emotional engagement with Dirt is Good.
‘Roboboy’ is the first television element of the campaign.
The film is a metaphor for childhood with a clear and simple message: unless children are given the right to get dirty through play, exploration and discovery, they will forever remain constrained.
Dirt, in this story, is the magic fairy dust that enables a robot to transform into a real child.
The commercial ends with the line, “Every child has the right to be a child.”
There is also a comprehensive PR campaign being launched through JCPR.