Breeze: The Good Experiment

Diday Alcudia

Laundry brand Breeze used a digital campaign to raise awareness of, and appreciation for, its global "Dirt is Good" campaign in the Philippines.

Campaign details

Brand: BreezeBrand owner: Unilever PhilippinesLead agency: Dentsu Jayme Syfu Country: PhilippinesIndustries: Laundry productsMedia channels: Content marketing, Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

Breeze's "Dirt is Good" campaign has been a success throughout the world. In the Philippines, though, it was met with resistance from mums. Why? Because in our context, a dirty kid is the result of an uncaring mother. So, we sought to change this aversion to dirt by revealing the small acts of goodness behind it with what we called "The...

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