Running on TV and online in the UK, Brazil, South Africa and Indonesia, "So long old world" suggests that "the world as we know it is ending – because a new one is just beginning."
It goes on to depict scenes of the people who have benefitted from Unilever’s initiatives:
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Dove helping 19 million young people to build positive self confidence
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Domestos helping 5 million people to access toilets
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Persil helping 10 million children to get an education
The ad ends with a screen featuring the Unilever logo and a carousel of Unilever brand logos rotating above: Persil, Dove, Domestos, PG, Hellmann’s, Sure, Knorr, Flora, Comfort and Wall’s.
Unilever said the campaign, created by Ogilvy & Mather and David, followed research demonstrating that sustainability is now a key driver of consumer behaviour, with 54% of consumers saying they wanted to buy sustainably.
Unilever chief marketing officer Keith Weed said: "People increasingly care about how the decisions they make affect the world we live in. Our Bright Future campaign shows people that when they buy our products they’re not just purchasing a bar of soap, they’re enabling children to live past the age of five by helping to teach handwashing; and they’re helping children access education.
"Brands with a purpose are at the heart of Unilever and we believe that the small choices we all make every day can make a big difference to the world we live in."
The campaign was created by Arthur Amorim Monteiro and Daniel Arango Lopez, and directed by Nico Perez Veiga for PRIMO.
The campaign follows last year’s "Farewell to the forest", which highlighted Unilever’s support of WWF to help protect one million trees.
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