The campaign, created by J Walter Thompson, breaks this week and will be supported by press activity in the women's press and via a media tie-in with BBC Magazines. It targets parents of children between the ages of two and 10.
The ads show children having fun with arts and crafts, as well as demonstrating Persil's scheme that will see on-pack tokens, called Persil Stars, exchanged for arts and crafts products for schools.
The creative team was Andrew Singleton, Jono Wardle and John Donnelly and the films were directed by Jonathan Hodgson at Sherbet. Media planning and buying is through Initiative Media. The through-the-line agencies for the campaign have been Proximity, Creative Partnership Marketing, Zentropy, Modem and The RED Consultancy.
Lever Faberge estimates that schools will benefit from 拢7m worth of free art supplies and equipment from the campaign.
Helena Ganczakowski, Lever Faberge's market development director, said: "From talking to parents, it emerged they feel very strongly about investing in children's development and providing the opportunity for them to explore and develop their creativity. Given the limited resources in this area, it was clear there was an opportunity for Persil to make a contribution, bringing fun and colour to the classroom and the development of key skills."
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