The campaign is fueled by a simple idea: cats and laundry are a purrfect match. While it is no surprise that cats are flooding the internet – running circles around other furry friends – there’s just something about fresh laundry that felines can’t resist. Seizing on pop culture’s love of cats, Persil unveils a loveable mockumentary created by TBWA\Chiat\Day, a Henkel global partner, starring curious kittens and sophisti-cats. Kicking off the #Purrsil campaign, the video imagines that Persil ProClean could be the premium detergent choice of cats, the connoisseurs of clean. At the same time, the video introduces a call-to-action for consumers to join in Persil’s new charitable initiative to help fellow feline friends.
Executive Creative Director:Linda Knight
Creative Director:Kirsten Rutherford
Art Director:Chris Mizutani