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Extraordinary powers

Every detergent brand shows the same thing, pristine perfectly clean clothes and well-behaved kids. But in reality, if there’s a way to get dirty, kids will find it. So Persil embraced the dirt - kids have extraordinary powers in getting clothes dirty and Persil has extraordinary powers in keeping them clean.

We followed up with OOH and ambient takeovers.

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And with a big social push, #extraordinary powers.

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