Client: Persil
Date: Mar 2016
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Short Rationale: Childhood play is under threat. This is the stark conclusion of a new global integrated marketing campaign launching this week from OMO/ Persil. It reveals that the majority of children spend as little time outdoors as maximum security prisoners, with one in two spending an hour or less outside per day and one in 10 never playing outdoors.

To help tackle this global crisis OMO/Persil is launching the latest instalment of its ground breaking Dirt is Good campaign in partnership with Sir Ken Robinson, world leading expert in education, creativity and human development.

At the heart of the campaign, OMO/Persil has created ‘Free the Kids’ a ground- breaking film set in a maximum security prison in the US. Created by MullenLowe London and directed by documentary filmmaker, Toby Dye of RSA Films, the team visited Wabash Valley Correctional Facility in Indiana, USA to talk to prison inmates about the importance they place on their daily outdoors time.

The powerful stories of the prisoners, who volunteered to be part of the project, communicate the stark contrast between the time they are guaranteed outside each day and the woeful lack of time spent playing outdoors by today’s children.


Chief Creative Officer: Dave Henderson

Executive Creative Director: Richard Denney

Global Creative Director: Alex Okada

Creative Team: Alex Okada, Bruno Ribeiro, Luiz Filipin, Juan Chrismann, Jack Patrick

Additional Credits: Planner: Ayesha Walalwalkar, Emma Batho

Account Team: Mark Preston, Rachel Vernon, Phoebe Robertson

Agency Executive Producer: Mays Al-Ali


Production Company: RSA

Director: Toby Dye

Producer: Ben Porter

Research Producer: Denise Castelli

Editor: Julian Equiguren

Telecine: Moving Picture Company

Colourist: James Tillett

VFX/Post Production: Big Buoy

Head of Post Production: Barny Wright

Audio Post Production: Grand Central Recording Studios

Audio Engineer: Ben Leeves

Music Production: Toby Slade Baker at Studio32

Music Composer: Rupert Pope


Creative Team: Bruno Ribeiro, Luiz Filipin, Alex Okada, Richard Denney

Agency Producer: Idoia Perdiguero, Lisa Tuck

Account Team: Mark Preston, Rachel Vernon, Phoebe Robertson

Photographer: Jesus Alonso

Post Production: Digital Art Studio, Madrid

Head of Post Production: Pablo Montejo