Tag The Game

Golin and LOLA MullenLowe

Client: Persil

As kids grow more interested in the video gaming industry, classic playground games are on the verge of extinction. After two decades of encouraging kids to spend more time outdoors with its “Dirt Is Good” platform, Persil discovered that the average British kid hasn’t played outside for over three months, with 36% of children having never played the classic playground game tag. We harnessed the power of the gaming world, rather than fight against it. We relaunched Tag as if it was the latest video game - reminding gamers and influencers that outdoor games can be as exciting as video games.