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.
While video games grow more realistic by the hour, data reveals classic outdoor games are on the verge of extinction. Kids are choosing screens over parks. So after 20 years of championing Dirt Is Good, Persil decided to take action and relaunch this classic game in the most appealing way for today’s kids: as a video game.
TAG: The Game was released by DIG Studios (acronym of Dirt Is Good) with an epic trailer developed with Unreal Engine 5. Gaming influencers started their reaction videos to the trailer without knowing the true intention of the campaign, so they discovered the hoax along with their audiences.
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.
