IT STARTS OUTSIDE

Persil - Unilever

MullenLowe UK

Every world class athlete began the same way: outside, playing, getting dirty, and falling in love with the game before it had rules or pressure. Sadly, girls in the UK are 22% less likely to play outside than boys.
Persil partnered with Arsenal Women to turn real childhood photos of players into a campaign that rewinds their journey to where it all started. Placed around the North London Derby, the work reminded audiences that greatness doesn’t start in stadiums. It starts outside.