Bartle Bogle Hegarty, London Follow Update

  • 60 Kingly Street Soho
  • London W1B 5DS
  • United Kingdom
  • Phone: (+44) 020 7734 1677
  • Fax: (+44) 020 7437 3666

Persil - "Pop-Up Book" - Bartle Bogle Hegarty

  • Pop-Up Book
  • Persil
  • Unilever
  • Bartle Bogle Hegarty
  • United Kingdom
  • Pop-Up Book
Product NameSmall & Mighty
Product CategoryCleaning Products, Soaps, Detergents
MarketUnited Kingdom
Date of First Broadcast/PublicationJanuary 14, 2008
Media TypeTelevision
Length30 Seconds
Awards ACT Responsible Tributes, 2008 () for
Production Company Blink London
Production Company Framestore
Creative Director Mick Mahoney
Creative Team Mick Mahoney
Creative Team Justin Moore
Director Simon Willows
Director of Photography Ian Forster
Producer Andrew Studholme
Account Planner John Harrison
Agency Producer Helen Powlette
Editor Mark Aarons
Media Planner Simon Bielby
1/2 the lorries, the packaging, the water


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.


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.