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

LOLA MullenLowe

LOLA MullenLowe Madrid, Espagne

Awards

3378

Marque: Dirt Is Good (Persil, OMO)
Pays: Espagne

Annonceur: Unilever

Titre	TAG The Game
Agence	LOLA MullenLowe
Campagne	Persil TAG
Annonceur	Unilever
Marque	Dirt Is Good (Persil, OMO)
Date de première diffusion/publication	2022 / 4
Secteur d'activité	Produits d'entretien, savons, détergents
Philosophie	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.
Type de média	Film Web
Longueur	60 seconds
Responsable de la publicité (annonceur)	Tati Lindenberg
Responsable de la publicité (annonceur)	Jeanine Tan-Allan
Responsable de la publicité (annonceur)	Vincent Jaskowski-Prowse
Responsable de la création	Jose Miguel Sokoloff
Global Brand Business Lead	Will Dixon
Global Strategy Director	Rachael Stets
Directeur de la création	Tomás Ostiglia
Directeur de création	Kevin Cabuli
Directeur de création	Jorge Zacher
Directeur de création associé	Manuel Castillo
Directeur de création associé	Enrique Torguet
Concepteur / rédacteur	Josefina Mateo
Directeur artistique	Ezequiel Scarpini
Designer	Yan Graller de Oliveira
Designer	Alan Chung
Directeur de création digital	María García Campos
Social Media Strategist	Ana Teijeiro
Directeur Général	Tom Elliston
Global Account Supervisor	Cristina Panea
Responsable de la production	Felipe Calviño
Producteur	Jorge Saade
Agency	Interpublic Group
Head of PR & Comms	Saskia Van Liempt
PR Agency	Golin
Agence Média	Mindshare Spain
Maison de production	Happy Finish