PERSIL

LOWE London  /  Experiential/Digital Global Campaign

Idea

Dirt is good for a child's development. But mom’s fear of stains often gets in the way...
The Messy Learning Experiment was a real experiment that tricked moms into thinking they were bringing their kids in for a development test, when in fact, they were the ones being tested.
Would stains make them stop their kids from learning?

Result
The experiment was loved and shared by moms all over the country, which got Unilever to spread the campaign to moms across Europe, US, South America, and even Asia.

What kind of mom am I?
We also created an interactive film, where moms were invited to stop the video when the the kids on camera got too messy! Then we surprised them with a score, revealing what type of mom they really were…