Persil: Free the kids

Credits & Description:

Agency: RSA Films
Name of brand being promoted: Unilever
Title of entry: Free The Kids
Name of company entering the work: RSA Films
Name of product being promoted: Persil/OMO
Country of entrant company: United Kingdom of Great Britain and Northern Ireland
Agency Network: MullenLowe London
Clients name: Unilever – Persil/OMO
Creative Director: Alex Okada, Bruno Ribeiro
Art Director: Bruno Ribeiro
Copywriter: Luiz Filipin
Creative Team: Alex Okada
Creative Team: Bruno Ribeiro
Creative Team: Luiz Filipin
Creative Team: Juan Chrismann
Creative Team: Jack Patrick
Account Planner: Ayesha Walalwalkar
Account Planner: Emma Batho
Account Manager: Mark Preston
Account Manager: Rachel Vernon
Account Manager: Phoebe Robertson
Production Company: RSA Films
Director: Toby Dye
Account Director: Mark Preston
Account Manager: Rachel Vernon
Agency Producer: Mays Al-Ali
Production Company Producer: Ben Porter
Post Production Company: Big Buoy
DOP: Toby Dye
Editor: Julian Equiguren
Casting: Denise Castelli
Other: Chief Creative Officer: Dave Henderson
ECD: Richard Denney
Global Creative Director: Alex Okada
Creative Team: Alex Okada, Bruno Ribeiro, Luiz Filipin, Juan Chrismann, Jack Patrick
Planner: Ayesha Walalwalkar, Emma Batho,
Synopsis:
The time kids spend outdoors gets smaller every day. It’s hard to understand how much time is too little unless we can put it into a recognizable context. The rights of prison inmates to outdoor time are laid down by the UN, unlike children who now spend less time outdoors each day than prisoners. To bring the idea to life, we visited a high security prison in Indiana to film inmates, asking them what outdoor time each day meant to them. We then revealed that kids spend less time outdoors than they do, filming their reactions.