Marketing firm Ogilvy have partnered with Aardman in order to produce a new campaign for the British laundry brand of Persil. Titled ‘Monster Stains’, the campaign combines live action elements handled by Kode Media and animated elements by Aardman to create a campaign that focuses on the story behind laundry stains. Viewers will see an artist paint images onto white shirts using common sources of household stains as paint, which slowly give way to animated monsters having escapades within the art.
The campaign took nearly three months to complete due to the need to paint a single frame on each shirt, photograph it, completely clean the shirt with Persil and then produce the next frame. This process was completed 2,576 times in total.
James Hayhurst, Brand Equity Director at Unilever said, “These entertaining films bring a whole new slant to the traditional laundry product demo and the idea that where there’s a stain, there’s a story. The characters capture the fun-loving spirit of the ‘Dirt Is Good’ brand philosophy and the short form content is a perfect way to connect with our consumers on their mobile devices and in the e-commerce environment.”
Andre Laurentino, Global Executive Creative Director for Unilever at Ogilvy said, “We wanted to take Persil’s product demos to the next level. We of course knew how the stains would be removed. So we spent time thinking about how we got them on. We got messy, we had fun, and we learned a lot – a typical ‘Dirt is Good’ story.”
Merlin Crossingham, Creative Director at Aardman commented, “At Aardman we have a history of embracing big challenges and when Ogilvy came to us with such an interesting project, we jumped in with both feet. The finished spots are playful stories with delightful characters, created in a truly unique way and we hope you enjoy them.”