and creators of #TAGTHEGAME"-was outfitted with its own promotional Instagram page. Then, the fictional Dig Studios-"a gaming studio based in the U.K. Its Lord of the Flies-meets-Hunger Games vibe is a convincing mimic of any number of gaming ads. Lola MullenLowe Madrid produced the :60 trailer.
In order to do this in a way that effectively spoke to our audience, we took the decision to harness the power of the gaming world, rather than fight against it."
#Cl studio com full#
"For over 20 years, Persil's 'Dirt Is Good' has championed the enduring belief that when children are free to get dirty, they can reach their full potential, and that stains are a mark of a life fully lived," says Tati Lindenberg, marketing VP at Unilever and "Dirt Is Good." "When we realized that more and more children are losing touch with the outdoors and the natural world, we wanted to do something to get them excited to get outside and get dirty again. One in five (22 percent) feel this lack of connection will make it hard for kids to understand why respecting the environment is important.
Just sayin'.)īesides worrying the existential dickens out of Persil, this also concerns parents: 57 percent of them find lack of time spent playing outside will result in kids who have no connection with nature or the outdoors. Its research found that the average U.K.-based child hasn't gotten muddy playing outside in the last three months. "Tag: The Game" is part of Persil's "Dirt is Good" initiative.
Just kidding! This is actually a stealth campaign by Persil, which seeks to fuel the longtail of laundry-detergent sales by convincing kids to play outside, as we did in the pre-internet days, when all our toys were sticks and rocks.
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