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Laundry brand says: “Dirt is Good” in their new TVC.

Client: OmoCreator: Sherpa Projects

The brief

Unilever needed a TVC to launch an exciting new Omo (Australia) and Persil (NZ) product, their EcoActive laundry detergent. The ad would be used across TV, YouTube and Social channels.

We but a brief out to our Community to source a creative idea that would communicate the brands purpose “Dirt is Good”, in conjunction with both the Eco and performance benefits of the product. The brand was seeking to create an asset that evoked an emotional connection from consumers, as well as getting the Eco message across in a way that was different to category norms.

The work

Through Genero, Unilever worked with Production Company Sherpa to develop and produce their creative idea. The final content is a great example of how to showcase a brands purpose and product benefits simultaneously. The main message is around the brand’s commitment to preserving the world’s greatest playground – nature – whilst also maintaining the trusted power of Omo/Persil. Thus, Omo/Persil EcoActive is ‘tough on stains, not on nature’.

“We’ve had a great time working with Genero on developing our brief and choosing the perfect concept for the new OMO/ Persil Eco campaign. From start to finish we found the team professional, enthusiastic, the process easy to follow and the online platform an easy way to review creative and provide feedback. We would definitely work with Genero again!"

Monique Fehon, Senior Brand Manager, OMO/Persil ANZ, Unilever


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Sherpa Projects

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Sherpa Projects is a digital media studio that specialises in live action and animation production for the online space. They work with brands to develop strategies which reflect unique stories, and transform them into bold, cinematic content that stands out, entertains and inspires.

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