Persil and Omo Free The Kids

Childhood play is under threat. This is the stark conclusion of Unilever’s new global integrated marketing campaign for laundry products OMO and Persil. The Free The Kids campaign reveals that the majority of children spend as little time outdoors as maximum security prisoners, with one in two spending an hour or less outside per day and one in 10 never playing outdoors. At the heart of the campaign is a film set in a maximum security prison, Wabash Valley Correctional Facility in Indiana, USA. A film crew visited the prison to talk to inmates about the importance they place on their daily outdoors time. The powerful stories of the prisoners, who volunteered to be part of the project, communicate the stark contrast between the time they are guaranteed outside each day and the woeful lack of time spent playing outdoors by today‚Äôs children.

Persil Free the Kids Prison Door


The Free The Kids campaign was developed at MullenLowe London by chief creative officer Dave Henderson, executive creative director Richard Denney, global creative director Alex Okada, creative team Bruno Ribeiro, Luiz Filipin, Juan Chrismann, Jack Patrick, agency executive producer Mays Al-Ali, print producers Idoia Perdiguero and Lisa Tuck, planners Ayesha Walalwalkar and Emma Batho, account team Mark Preston, Rachel Vernon, and Phoebe Robertson.

Filming was shot by director Toby Dye via RSA Films with producer Ben Porter, research producer Denise Castello, editor Julian Equiguren.

Visual effects were produced at Big Buoy by head of post production Barny Wright. Colourist was James Tillett at MPC.

Audio post production was done at Grand Central by audio engineer Ben Leeves. Music was produced at Studio 32 by composer Rupert Pope and producer Toby Slade Baker.

Print and out door work was produced by photographer Jesus Alonso, and retouched at Digital Art Studio, Madrid, by head of post production Pablo Montejo.