Great new Persil poster campaign

This new poster campaign from Persil by DLKW Lowe in London is simple and elegant, a rare treat these days…

This new poster campaign from Persil by DLKW Lowe in London is simple and elegant, a rare treat these days…

The posters are a continuation of the ‘For What Life Throws’ campaign, which launched earlier this summer with a TV spot. There are three posters in the series, each of which shows a silhouette of a child cut out of dense paint splatters. The concept is simple: kids get covered in mess every day, but Persil will get their clothes clean again. Below are the rest of the posters and the TV ad:

The posters were initially artworks by the artist Swarez, who created three canvases covered with paint intended to look like household stains such as bolognese, smoothies and blackcurrant. The paintings were then shot in high-resolution by photographer Laurie Haskell for the poster sites, with the intention to capture as much of the texture and colour of the orignal artworks as possible. Shown below are details from the paintings, plus a shot of Swarez at work.

Agency: DLKW Lowe
Creative directors: Dave Henderson, Richard Denney
Art director: Christopher Bowsher
Copywriter: Frances Leach
Artist: Swarez

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