Persil: Free the Kids

MullenLowe London has today released a new campaign for detergent brand OMO/Persil, one which employs the services of prison inmates to deliver its message that many children spend less time outdoors than those inside prison walls.

Continuing the promotion of its "dirt is good" approach, the new global integrated campaign, called Free the Kids, tackles the threat posed to childhood play. The two-and-a-half minute film [above] is directed by RSA's Toby Dye.

You can read more about the campaign, including what it's like filming in a maximum security prison, by clicking here.