Dirt Is Good (Persil, OMO) - "TAG The Game"

LOLA MullenLowe

LOLA MullenLowe Madrid, Spain

Ödüller

3380

Marka: Dirt Is Good (Persil, OMO)
Ülke: Spain

Reklamcı: Unilever

Başlık	TAG The Game
Haftanın	LOLA MullenLowe
Kampanya	Persil TAG
Reklamcı	Unilever
Marka	Dirt Is Good (Persil, OMO)
İlk Yayınlanma Tarihi	2022 / 4
Sektör	Cleaning Products, Soaps, Detergents
felsefe	In the latest from Persil, Dirt Is Good, the leading detergent brand has taken the bold move to create a hoax campaign in a bid to harness the power of the gaming community and get kids excited about the outdoors, creating a greater balance between playing in the real world and virtual worlds. Over the past week, gaming influencers such as Ethan The Gamer have been creating hype for the latest game to hit shelves – a simple sports simulation console game called TAG. The convincing start of the elaborate hoax came in the form of a hyper realistic 6” trailer and a link to an Instagram page for DIG Studios a “Gaming studio based in the UK and creators of #TAGTHEGAME”. As influencers started to get on board with the launch, a full 60” trailer for the game was sent to six handpicked influencers with a combined reach of 10.2 million. These key voices of the gaming community streamed the trailer live to their fans through Instagram and Twitch but as the high-octane trailer came to a climax, they soon realised they’d been hoaxed by Persil – live on camera. The gaming trailer revealed its true intention with the end frame “only available in real life" and at this point influencers realise the whole thing had been a hoax – from the exclusive trailers to the TV ads and even the Dig Studios Instagram page. The fully integrated campaign is the latest move from Persil, Dirt Is Good, and is in response to research by the brand which found it’s been three months since the average UK child got muddy while playing outside. Although the lack of outdoor play is well documented, Persil dug further into the issue and discovered that for parents of children aged 5-12 it goes much deeper. Over half (57%) of parents feel that lack of time spent playing outside meant their children have no connection with nature or the great outdoors. For a further one in five parents (22%) they worry that their child’s lack of connection means they will struggle to understand how important it is to protect the environment.
Medya Türü	Web Film
Süre	60 seconds
Reklam Sorumlusu	Tati Lindenberg
Reklam Sorumlusu	Jeanine Tan-Allan
Reklam Sorumlusu	Vincent Jaskowski-Prowse
Yaratıcı Ajans Başkanı	Jose Miguel Sokoloff
Global Brand Business Lead	Will Dixon
Global Strategy Director	Rachael Stets
Yaratıcı Yönetmen	Tomás Ostiglia
Yaratıcı Yönetmen	Kevin Cabuli
Yaratıcı Yönetmen	Jorge Zacher
Yaratıcı Yönetmen Ortağı	Manuel Castillo
Yaratıcı Yönetmen Ortağı	Enrique Torguet
Reklam Yazarı	Josefina Mateo
Sanat Yönetmeni	Ezequiel Scarpini
Tasarımcı	Yan Graller de Oliveira
Tasarımcı	Alan Chung
Digital Creative Director	María García Campos
Social Media Strategist	Ana Teijeiro
Yönetici Direktör	Tom Elliston
Global Account Supervisor	Cristina Panea
Prodüktör	Felipe Calviño
Prodüktör	Jorge Saade
Agency	Interpublic Group
Head of PR & Comms	Saskia Van Liempt
PR Agency	Golin
Medya Ajansı	Mindshare Spain
Prodüksiyon Şirketi	Happy Finish