Persil lets the public virtually splatter food in interactive campaign

Persil has launched an interactive campaign at thecentre:mk in Milton Keynes, which allows families to virtually splat a huge digital canvas with a range of brightly coloured foods and liquids before revealing the participants' own pristine silhouettes.

Devised by DLKW Lowe, produced by Grand Visual, and booked by Mindshare and Kinetic, the campaign asks the public “are you ready to take on whatever life throws?”.

Looking to promote the power of the new formulation of Persil Small & Mighty, the campaign sees users strike a pose, before virtually throwing food – such as grapefruit, chocolate ice cream and spaghetti sauce – at the canvas.

Dan Dawson, creative technology director at Grand Visual, said: “What better way to demonstrate Persil’s Small & Mighty cleaning power than through an engaging and participatory experience that eradicates virtual food splatters in an instant. This interactive out of home campaign is fun to play and is plugged into Persil’s all important social channels which help to extend the activity online.”

The images of the stain-free silhouette on the messy background is then shared on the Persil Facebook page.

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