PERSIL  —  IT STARTS OUTSIDE (Ongoing campaign)

They inspire millions now. It started somewhere far less glamorous.

Working on a platform as iconic as Dirt Is Good meant the idea had to respond to a cultural moment, not just a creative opportunity.

This collaboration with Arsenal F.C. builds on Persil’s commitment to women in sport by returning to where the journey truly began.
Long before contracts. Long before stadiums.

Every path starts somewhere. Theirs started outside.

Using original childhood photographs of Arsenal Women players, the campaign highlights the confidence, curiosity and time spent outdoors that shaped the athletes who now influence girls around the world.

Released on National Women and Girls in Sport Day, it serves as a simple reminder: sporting careers don’t begin under floodlights. They begin in places where getting dirty is still part of growing up, and where every girl should have the same start. 👧 ⚽ 👱‍♀️