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Creative

DLKW Lowe's Woodland Teachers Prove 'Dirt is Good' for Persil

MullenLowe London, 2 years, 4 months ago

Fine art miniaturists Nix & Gerber create hand-built miniature classrooms for campaign

DLKW Lowe's Woodland Teachers Prove 'Dirt is Good' for Persil

Persil, Unilever’s leading global laundry brand, and creative agency DLKW Lowe have released a new print and OOH campaign entitled ‘Teachers’. The three execution campaign features real animals set within beautiful bespoke miniature classrooms built by acclaimed fine art miniaturists Nix and Gerber.

Persil’s longstanding and award winning Dirt Is Good campaign seeks to encourage children to go out into the world to have fun, explore, learn and experience life outside. In the ‘Teachers’ campaign we see ‘Mr Frog, ‘Mr Snail’ and ‘Mr Cricket’ each starring real animals posed as teachers in their individual hand-built miniature classroom photographed outside on location in woodland.

In each scene the teacher is surrounded by delightful miniature classroom paraphernalia related to them, from Mr Frog’s biology classroom with miniature botanical posters and micro-microscopes, to Mr Cricket’s music room complete with guitars, cellos and music stands. The campaign reminds us that  ‘To a child, everything’s a teacher.’

The intricate and delightful sets were built by fine art miniaturist Nix and Gerber out of New York. Lori Nix and Kathleen Gerber have collaborated on dioramas and miniatures for over fourteen years; their work has primarily been the subject matter for Nix’s fine art photography. Her images of faux landscapes and gritty urban interiors have gained wide acclaim in both the U.S. and Europe, and she is a 2014 Guggenheim Fellow in photography. The duo has illustrated stories for numerous magazines including Field and Stream, O Magazine, and New York Magazine and created the photo for the July 7/July 14 2014 cover for Time magazine.


Creative Agency

Account Management: Matt Sherratt, Rachel Vernon

Creative Agency: DLKW Lowe

Creatives: James Millers, Andy Long

Executive Creative Director: Richard Denney. Dave Henderson

Group Creative Director: Alex Okada

Photographer: Justin Walker

Planner: Ayesha Walawalker

Producer: Gary Wallis

Media Agency

Media Agency: Mindshare

Post Production / VFX

Modeling: Nix and Gerber Studios

Print / OOH

Retoucher: Glen Pothecary

Category: Home , Laundry

Genre: Print