YOU ALWAYS
GIVE YOUR BEST
CLIENT
MY ROLE
Campaign concept development & art direction
Pre & post-production of campaign photos & TVCs
Persil
2024
AGENCY
HeimatTBWA
Persil needed to evolve beyond functional product superiority. The key insight?
People don't pay premium prices for better cleaning performance—they pay for emotional identification.
Through research, we identified Persil's core audience: "Those Who Really Care" - people with high standards who approach laundry not as a chore to finish, but as an opportunity to show commitment to what matters most. Whether it's a mother caring for her family, a professional dressing for success, or a kit man cleaning the teams jerseys, their motto is: if it's worth doing, it's worth doing it well.
The Platform Idea
We transformed the functional benefit "Deep Clean" into an emotional truth:
"YOU ALWAYS GIVE YOUR BEST"
This platform resonates across every touchpoint - from advertising to products to services - because it celebrates the real satisfaction that comes from dedication, commitment, and giving your best for yourself and others.
