Persil's massive multiplayer real-world game

Persil – Tag

Credits

powered by

Agency LOLA MullenLowe/Madrid
Production Company Happy Finish

Unlock full credits and more with a Source + shots membership.

Learn More Or Log In

Credits

powered by

Agency LOLA MullenLowe/Madrid
Production Company Happy Finish
Executive Creative Director Tomas Ostiglia
Creative Director Kevin Cabuli
Creative Director Jorge Zacher
Associate Creative Director Manuel Castillo
Associate Creative Director Enrique Torguet
Art Director Ezequiel Scarpini

Designer Alan Chung
Head of Production Felipe Calvino
Producer Jorge Saade

Show full credits

Hide full credits

Credits powered by

Whilst we're not sure how fun a videogame based on Tag would actually be to play, it seems Madrid based agency LOLA MullenLowe's latest for Persil not only manages to make a convincing trailer, it actually duped some influencers in the process.

Teasing the 'game' to their followers, gaming influencers such as Ethan The Gamer have been creating hype for the hoax software, led by a hyper-realistic six-second trailer and a link to an Instagram page for DIG Studios a “Gaming studio based in the UK and creators of #TAGTHEGAME”.

Then, as influencers started to get on board with the launch, a full 60” trailer for the game was sent to six handpicked influencers with a combined reach of 10.2 million - the key voices of the gaming community streaming the trailer live to their fans through Instagram and Twitch... only to realise they’d been hoaxed by Persil – live on camera.

Regardless of the authenticity of the dupe itself, the film, created by Happy Finish, is a cracking achievement in mirroring the 'uncanny valley' graphics of modern console output.

“Creating something that delivered the brand’s core messaging whilst being convincing and authentic for the gaming community was a challenging process," comments LOLA MullenLowe's executive creative director Tomas Ostiglia. "So, what better than to use the language of online gaming itself as a way to persuade kids to spend less time gaming, and more time playing outside”