TAG THE GAME
To remind kids how exciting playing in the real world can be, Persil released the first-ever gaming campaign for an almost-forgotten classic.
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Only available in real-life.
Data reveals classic outdoor games are on the verge of extinction, as kids prefer screens over parks. So after 20 years of championing Dirt Is Good, Persil decided to take action and relaunch the classic tag in the most appealing way for today’s kids: as a video game.
TAG: The Game was introduced to the gaming community by DIG Studios (an acronym of Dirt Is Good). Its epic trailer, developed with Unreal Engine 5, tricked renowned gaming influencers and their audiences with an elaborate digital hoax.
CASE
ECD: Tomás Ostiglia | CD: Kevin Cabuli & Jorge Zacher | ACD: Enrique Torguet & Manuel Castillo | Art Director: Ezequiel Scarpini & Alan Chung |
ECD: Tomás Ostiglia | CD: Kevin Cabuli & Jorge Zacher | ACD: Enrique Torguet & Manuel Castillo | Art Director: Ezequiel Scarpini & Alan Chung |
Copywriter: Josefina Mateo Burton | Head of Production: Felipe Calviño | Producer: Jorge Saade | Production Company: Happy Finish | PR Agency: Golin |
Copywriter: Josefina Mateo Burton | Head of Production: Felipe Calviño | Producer: Jorge Saade | Production Company: Happy Finish | PR Agency: Golin |
FILM
OOH
AWARDS
Cannes Lions 2022: 1x Bronze in Social & Influencers, 2x Shortlists in Direct.
El Sol 2022: 1x Gold in Film, 5x Silver, 1x Bronze.
El Ojo de Iberoamérica 2022: 1x Silver in Film, 1x Bronze in Film.
The Andy Awards 2023: 1x Gold Idea, Craft.
C de C 2023: 1x Bronze in Ideas.
The One Show 2023: 2x Shortlist in Social Media & Gaming.
PRESS
Daily Mail, The Mirror, National Geographic, The I, Daily Express, Contagious, Epic Games, Campaign UK, AdForum, The Drum, It’s Nice That, Shots, and more.
