We use cookies to ensure that we provide you with the best experience on our site. To learn more about how they are used please view our Cookie Policy.
If you continue to browse our website we will assume that you are happy to receive cookies. However, click here if you would like to change your cookie settings. [X]
  • Intro Slide - FD Brazil
  • FirstDay_Image5
  • FirstDay_Image3

Unilever - First Day of School

Client: Unilever Plc
Brand: Persil, Omo, Surf Excel

We created one of the most effective, most loved digital campaigns ever measured by Unilever.

In 2015 Persil and UNICEF committed to help 10 million kids access quality education. Audiences find it hard to engage on topics that are half a world away, literally and politically, coupled with this our brand was in a low interest category…

…in other words how on earth do we encourage an affluent British mum to thank Persil for bringing to her attention the plight of a child 6,000 miles away in a dangerous Rio favela?

A key insight was that mums reappraise and become loyal to laundry brands at three pivotal moments in their child’s development, one of these being when they start school. Mums the world over mark this occasion by sharing photos and feelings online. This was a conversation we could join.

We made two documentary style films, one set in an un-pacified favela in Rio and the other Mumbai slum. The films are entirely unscripted and used no actors. In both films we follow a mum and her child on their actual first day of school - understanding their hopes for their children and why education is important for their future.

Our campaign encouraged mums to reflect on one of the most emotive milestones in a child’s development, reinforcing Persil and UNICEF’s mission. Additionally we produced a social engagement campaign to drive views to the film as well as a photo book targeted at key influencers and stakeholders.

This campaign is Unilever’s most successful to date in terms of engagement, completion rate and brand sentiment globally.

Your session will expire in xx.xx
Continue or Log Out