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Creative Award
New York, United States
Unilever - Persil - "Free the Kids" by ANDY Awards 2017

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TitleFree the Kids
Agency
Campaign Free the Kids
Advertiser Unilever
Brand Unilever - Persil
PostedApril 2017
Media Type Cinema
Length
AI Description The advertisement "Free the Kids" unfolds in a maximum security prison, capturing the daily life of inmates who discuss the value of outdoor time. Initially, the ad depicts prison scenes with inmates engaging in outdoor activities such as playing basketball and lifting weights, surrounded by tall fences and barbed wire. A stark comparison is drawn between prisoners, who enjoy at least two hours outside every day, and children, who typically spend less time outdoors. Interviews with inmates highlight their yearning for freedom and the relief outdoor time offers them. They reflect on how limited outdoor activity would cause distress, drawing parallels to childhood confinement indoors. The ad ends with the shocking reveal that, on average, children spend less time outside than inmates. Persil's message follows, advocating for increased outdoor activity for children under the concept "Dirt is Good," highlighting the benefits of outdoor exploration for childhood development. The conclusion features a campaign call-to-action, encouraging a reevaluation of indoor lifestyles for kids.
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Production Company RSA
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