Persil splats virtual food in digital activation

A number of creative agencies and production companies have been involved with Persil's latest experiential activation at Milton Keynes shopping centre The Centre:MK.

Persil's virtual splat activation in Milton Keynes
Persil's virtual splat activation in Milton Keynes

The out of home campaign to highlight the laundry detergent brand’s new Persil Small & Mighty formulation will take place on 17-23 February and has been devised by agency DLKW Lowe, produced by creative technology company Grand Visual, and booked by Mindshare and Kinetic.

The digital activation allows participants to virtually splat a huge digital canvas with a range of brightly coloured foods and liquids. The user is asked to strike a pose before their image is pelted with a virtual onslaught of everyday stubborn food groups including grapefruit, ragu and black tea.

The image gradually transforms before them to reveal their silhouette, stain-free and pristine white against a background of multi-coloured food stains.

Users can add more virtual splatters to the display by touching the screen to spread green curry, chocolate ice cream or blue poster paint. The creations can then be viewed via Persil UK’s Facebook page.

The campaign continues the theme of Persil’s TV campaign ‘For Whatever Life Throws’ featuring a young girl’s dress getting covered in many everyday stains.

Adam Shoemark, account director at Kinetic Fuel, said: "This playful and innovative approach of combining interactive digital out of home with experiential activity and social amplification is a fantastic way of engaging consumers of all ages - both in the mall environment and online."

Dan Dawson, creative technology director at Grand Visual, added: "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."

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