Role
Agency
Parenthood is messy and routine, and for young parents laundry becomes a daily act of care and small wins. With “Baby Conspiracy” we tapped into that truth. Instead of showing product alone, we framed laundry moments through how parents actually think: like master planners running secret operations to keep life moving and clothes clean.
This elevated Persil from stain-solver to emotional ally. It turned everyday laundry into moments worth talking about and opened a real social media opportunity. By stylizing laundry as playful, covert tactics, we created shareable content that resonated with young parents online and sparked cultural conversation around care, chaos and routine.
The everyday mystery of baby mess turned into a playful global brand story, revealing a “worldwide baby plot” against clean clothes with a mockumentary.
The Baby Conspiracy brought its world to life with a cast of characters, the mischievous baby, the conspiratorial young mother, the skeptical grandmother, the ever-practical nanny and the eccentric professor.
This global baby plot against clean clothes, rooted in the everyday truth that babies seem to make messes wherever they go. The campaign frames this not as random stains but as an orchestrated “conspiracy” by babies worldwide, complete with a mockumentary-style spot, an interactive site exposing “conspiratorial clues” and social content that made parents laugh and share.
This narrative turned a familiar parenting frustration into a memorable brand story that resonated across digital platforms and sparked widespread engagement
By the Professor Dr. Gunnar Peterson
The Brief History of Stains treats everyday laundry disasters like cultural artefacts, tracing the “evolution” of stains with tongue-in-cheek history and connecting them back to the core conspiracy insight.
Miss Sherzov introduces a quirky character-led investigation, using a straight-faced “expert” to hilariously interrogate parents and babies alike, adding personality and humor to the already absurd baby plot.
By the Professor Dr. Gunnar Peterson and his assistant.
Doodle Decriptor turns baby scribbles into “evidence,” playfully decoding chaotic marks into conspiracy clues that deepen the campaign’s world and invite parents to see mess as part of the story.
The Baby Conspiracy scored 9.5 million views, drove a +2,000 % jump in Facebook comments and a +29,000 % share rate, revitalizing Persil’s German social accounts and connecting the brand with new, highly engaged audiences.