Persil laundry detergent has long spread the message that “Dirt is Good” (DIG) to kids and parents. But how can Persil reach young adults living on their own in the UK?

Guerilla-style posters tease the GID* way and encourage people to mess with life.

Plaques will be placed in honor of GIDs* messes found in the wild, stating: “A GID* WAS HERE. APPROVED BY THE GRIME INFATUATED DEGENERATES ADVANCEMENT DEPARTMENT.”

TikTok #GIDsearch participants will win badges of honor that remove stains and biodegrade in the wash. Free badges of honor will also be given to GIDs* found in the wild.