DDB DUBAI
GROUP CREATIVE DIRECTOR & WRITER
It’s true that Emiratis take immense pride in keeping their Abayas jet black and Kanduras pearly white. It underpins their social stature and deep cultural roots. So Persil Black and White wanted to celebrate and honour this age-old tradition. And we found inspirational lightning in a bottle, so to speak.
We created intricately designed bottle sleeves in the shape of Emirati men and women and retailed a huge promotional batch of 100,000 bottles on December 2nd, UAE National Day. It got heads turning, people talking on social and the next thing you know the entire batch sold out in a couple of weeks. It was Persil’s most successful promotional campaign to date.
