The D&AD brief set by Unilever to exploit a brand's power to make the world a better place. This was to create a positive social or environmental impact utilising the power of a Unilever brand, I decided to use Persil. I wanted to create a new product for Persil that incorporated a 2 in 1 detergent and shampoo to improve health and wellbeing for dogs and their owners. For every Persil bottle sold, a small amount is  donated to

The Guide Dogs charity. 

 

I decided to slightly edit the Persil logo, so it linked to overall campaign. I added a wagging tail on the 'R' so viewers would know it is for dogs and not getting confused with the other detergents Persil offer. 

I wanted to incorperate the idea of washing the dogs fur coat and dogs outdoor walking coat, by using a labeling system that are in clothes I could link the two coats together. I decided to use the washing symbols, so it was easy to understand.

After many hours spent on Photoshop trying to make a clothes label look realist, I decided to design the labels in InDesign and then print them upon cotton through an ink jet printer at home. This worked extremely well compared the Photoshop trails. I then cut up the labels and placed them on my Girlfriends dog, so I could get ideal look I was going for. 

The main print campaign poster, the photography worked very well on the printed cotton. Surprisingly got the lighting very good on the fur and label giving it a lot of depth. The tag line 'For Sensitive Noses Everywhere', is referring to the dog and owners nose. The clothes label explains what the Persil Sensitive Coat for Dogs does, and below it also explains it will not harm your dog.

The focus of the campaign 'improving health and wellbeing' I thought adding the washing at 30 label to the posters would also help reduce enviorment impact. 

The idea of this poster is so the two posters could be 'unzipped' and each poster could be used on their own and the public would know it links to overall campaign. The fabric on the left is machine washable however on the right is the dog fur, therefore hand wash only. 

Using Illustrator to create the washing directions inspired by the Persil bottle graphics, helped to convey the campaign through the bottle itself. Using the zip to combined the fur and the coat, which reflects what the bottle does. Washes the dogs fur and the dogs garments. I also left the washing label used on the campaign, so it also gave a little distribution of what the bottle does. 

The bottle in 3D form, I decided to use the cap from the Persil detergent bottle. This way it would save in manufacturing costs. The bottle shape is different compared the normal Persil detergent so the consumer wouldn't get confused with what they are purchasing. 

As the main campaign is about improving the health and wellbeing of dogs and their owners. I thought that every bottle sold Persil would donate £1 to the Guide Dogs Charity, therefore improving the wellbeing of the charity.

I found that Persil had a big social media presents, so by creating a Facebook page for the Persil Sensitive Coat for Dogs would encourage people to share their tips on washing garments and their dogs other the world. Persil would also share tips on getting the best results out of the 2 in 1 wash.

 

To get the public invovled #messypup would be used on twitter so dog owners could upload pictures of their messy dogs for the chance of winning money off coupons on Unilever products.