Dirt of Glory
🏆 D&AD New Blood 2024 — Wood Pencil
🏆 Graphis New Talent 2024 — Honorable Mention
Persil’s Dirt is Good Project asked for a PR-worthy moment that encourages people to play their best game without fearing dirt.
That’s why we’re partnering with the stars of the Sky Bet Championship, celebrating the grime on their shirts as badges of honor.
Every year, the bottom three teams of the Premier League are relegated into the Championship, while the top three teams of the Championship are promoted into the Premier League.
That means Championship players fight harder. Get messier. Get dirtier. Because it takes everything they have to reach the prestigious ranks of the Premier League.
Following every game of the season, Dirt is Good will auction off the players’ match-worn shirts. The dirtier they are, the higher the starting price — because every stain is evidence of their struggle to reach the top.
To launch the campaign, we’re placing dirty shirts on statues in front of Championship stadiums.
And, of course, spreading the word everywhere else…
CW: Paige Shin & Philip Acierno
AD: Aleah Jones & Harper Herman