D&AD New Blood Entry

This project was my submission to the D&AD New Blood 2024 competition. The brief was set by Unilever and asked for a PR-able moment to promote their new ‘Play On’ message using sports, following recent Dirt Is Good campaigns. The chosen Unilever branch is UK’s Persil, and the target audience is young adults. Post-pandemic there was a huge spike in outdoor activities, which is my campaign idea’s focus: inspiring young adults to build resilience and get back outdoors with Persil as their trail buddy, collaborating with relevant brands to promote this message.