Persil: Tag by LOLA MullenLowe

Persil is encouraging young audiences to touch grass in a new campaign via an elaborate hoax with top gaming influencers.

Aping the language of game trailers and the hype that surrounds the announcement of a new game, the campaign relied on the creation of a fake game trailer for the real-life game Tag.

That fake marketing material was sent out to six handpicked influencers, with a combined reach of 10.2 million across platforms including Twitch.

The conceit was that the streamers created interest in the new trailer, only for the real message to be shown at the end as the ‘game’ was revealed to be exclusive to real life.