Unilever

Unilever chose for its worldwide laundry brand a very radically disruptive and extraordinarily inspiring brand idea: 'dirt is good'! This idea was calling for a radically simple, friendly and lively icon. A visually powerful commitment to human beings and not to enzymes, as much as a celebration of the fundamental liberation this brand stands for. The 'Splat' icon says 'dirt is good' by making dirt beautiful.