Persil with Sky Nature: Turning shared values into action

When Persil wanted to champion the next generation of changemakers, the right partner was key. With Sky’s eco-credentials, bringing Persil together with Sky Nature in its first licensing agreement was a natural starting point.
Our role was to turn this partnership into something people could feel, not just see.
The challenge? Move from purpose to participation. Show parents they’re not alone, and give kids a platform to act on what they care about.
Our answer was simple: find the voices already out there, and amplify them.
We created and produced a series of documentary-style films for the Dirt Is Good Project, hosted by Ashley Banjo, spotlighting three inspiring groups of young changemakers. Real stories, captured with honesty and care by our team, with Pete Roe directing; then scaled through Sky’s platform to reach families nationwide.
The films didn’t just inspire; they pointed audiences towards practical tools to get involved.
The result? 89M impacts on linear, 9.1M on VOD, and 1.4M eco-conscious families reached via Adsmart.
Persil became #1 for top of mind awareness, strengthened its environmental credentials, and drove action: with 34% more likely to buy and 27% of parents ready to get involved.

all things: built to create positive behavioural change