The situation: Persil had lost its sparkle. The rat-race for a deeper clean and a brighter white had led to a sea of sameness in the detergent market.

The brief: Development of a disruptive brand platform that rejuvenates the brand's iconic status and kicks off a new era in comms – across diverse markets and countries for years to come.

The objective: Everyone thinks doing laundry is irrelevant & sucks, Persil believes it can be the most satisfying thing on earth.

For the new global Persil campaign "You always give your best", we used "True Colors" in different interpretations for the various films. The song is an anthem of authenticity and self-expression. It encourages you not to hide and to be proud of who you really are, even if you feel vulnerable. It is a message of acceptance and self-confidence. This makes it not only perfect for emotionalizing the brand, but also conveys the intention of the protagonists, who give their best to support these values.

Song Lyrics:

You with the sad eyes

Don't be discouraged, oh I realize

It's hard to take courage

In a world full of people

You can lose sight of it all

The darkness inside you

Can make you feel so small

And I see your true colors shining through

So, don't be afraid to let them show

Your true colours.