The laundry detergent and Madrid based agency LOLA MullenLowe creates a hoax videogame spot to encourage kids to get outdoors.
Whilst we’re not sure how fun a videogame based on Tag would actually be to play, it seems Madrid based agency LOLA MullenLowe’s latest for Persil not only manages to make a convincing trailer, it actually duped some influencers in the process.
Teasing the ‘game’ to their followers, gaming influencers such as Ethan The Gamer have been creating hype for the hoax software, led by a hyper-realistic six-second trailer and a link to an Instagram page for DIG Studios a “Gaming studio based in the UK and creators of #TAGTHEGAME”.
Then, as influencers started to get on board with the launch, a full 60” trailer for the game was sent to six handpicked influencers with a combined reach of 10.2 million – the key voices of the gaming community streaming the trailer live to their fans through Instagram and Twitch… only to realise they’d been hoaxed by Persil – live on camera.
Regardless of the authenticity of the dupe itself, the film, created by Happy Finish, is a cracking achievement in mirroring the ‘uncanny valley’ graphics of modern console output.
“Creating something that delivered the brand’s core messaging whilst being convincing and authentic for the gaming community was a challenging process,” comments LOLA MullenLowe’s executive creative director Tomas Ostiglia. “So, what better than to use the language of online gaming itself as a way to persuade kids to spend less time gaming, and more time playing outside”