The objective of this campaign was to respond to the “Play On” brief by creating a PR-able idea that positioned Persil as an enabler of everyday resilience through sport. Rather than target families or children, the focus shifted to adults of all ages and abilities, individuals who play sport socially or competitively, and who face the same physical and emotional barriers that sport can help overcome.

Research showed that while elite-level performance is often the public face of sport, most people engage in physical activity for enjoyment, connection or mental wellbeing. The creative challenge was to reflect that reality in a way that felt both uplifting and grounded in everyday experience.

The solution was an image-led advertising campaign built around authentic, emotive photography. The visuals show a diverse mix of people — post-match, slightly dirty, clearly energised — capturing the emotional high that follows participation, not just performance. This visual language creates an emotional hook without relying on clichés or overt messaging.

Persil is not positioned as the hero of the story, but rather the invisible support that allows people to keep showing up. The product is implied — the clean kit comes tomorrow. The role of the brand is to back the individual, reinforcing the message that however messy life gets, you can always wash it off and play on.

This approach delivers on the brief by creating a campaign that connects on a personal level, builds cultural relevance for the Dirt Is Good platform, and positions Persil as a quiet but essential ally in helping people stay active, confident and resilient.