Persil requisitioned Modem Media to devise a campaign that announced the launch of their new detergent - Persil Crease Release. Modem's answer was Frank - an adorable little chap that popped up all over the web to tell unsuspecting mother about the tablets that take creases out of your clothes.Objectives: To convey the benefits of Persil's new Crease Release tablets in a way that idffered from the above the line communication.Target group: Mothers with young children.