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Bartle Bogle Hegarty Creative Work

Title "Pop-Up Book"
Agency Bartle Bogle Hegarty
Production Company Blink London
Production Company Framestore
Campaign Pop-Up Book
Advertiser Unilever
Brand Persil
Date of First Broadcast/Publication 1/2008
Product Small & Mighty
Business Sector Cleaning Products, Soaps, Detergents
Problem The objective of this campaign was to spell out the specific, positive benefits of using Small & Mighty in a way that consumers would readily understand and empathise with. The key message was that because Small & Mighty is 2x concentrated, it uses half the water to make it; half the packaging to put it in; and half the lorries to transport it.
Philosophy Pop-Up Book builds on the charming tone of the original launch work and tells the story of Small & Mighty’s environmental benefits via a simple and child-relevant executional device.
Tagline 1/2 the lorries, the packaging, the water
Media Type Television
Length30 seconds
Market United Kingdom
Creative Director Mr. Mick Mahoney
Creative Team Mr. Mick Mahoney
Creative Team Mr. Justin Moore
Director Mr. Simon Willows
Director of Photography Mr. Ian Forster
Producer Mr. Andrew Studholme
Account Planner Mr. John Harrison
Agency Producer Ms. Helen Powlette
Editor Mr. Mark Aarons
Media Planner Mr. Simon Bielby

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