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As the UK entered lockdown due to Covid-19, Persil switched their positioning from encouraging messy play outdoors, to facilitating it indoors – ‘Dirt is Good’ became ‘Home is Good’.
They partnered with National Geographic Kids to create a host of fun activities designed to inspire parents with kids aged 5-12 to get creative at home.
AnalogFolk were asked to come up with a digital activation to support this ‘Home Is Good’ content. So we created a compelling reason for families to bring the adventure inside, and proudly share their creations on social.
We used the Persil x Nat Geo activities to excite kids and spark their imaginations, by announcing we would make a mini movie starring all of their creations.
Each week, we held a ‘casting call’ for characters (each made through a different activity) and we were sent loo-roll snakes and pebble people with real star potential.
To enter a character, parents simply posted their child’s creation on Instagram using #HomeIsGoodMovie
We then collated all of our ‘A-listers’ and animated them into a mini movie that premiered on social channels. ‘The Scaredy Snake’ is a story about friendship, creativity and courage where a snake gets stuck in a really big tree and calls on his pesky pebble pals for help. But Snake realises that being stuck may not be so bad, if he can just learn to ssssee thingssss differently…
Grab some popcorn and watch it here:
This campaign is brand new, so results are coming soon.