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Awards and Events in association withCreative Circle
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MullenLowe Group Announces 2017 Golden Glove Award Winner: ‘Free The Kids’ 

05/05/2017
Advertising Agency
London, UK
108
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The campaign was made by MullenLowe Group UK for Persil/Omo (Unilever)

MullenLowe Group UK, part of global creative network MullenLowe Group, was named the winner of the second annual Golden Glove Award - the global creative network’s annual internal awards competition.

This dramatic campaign shockingly revealed that the majority of children spend as little time outdoors as maximum security prisoners, with 1 in 2 children spending one hour (or less!) outside each day while 1 in 10 children are considered to never play outdoors. To help tackle this global crisis, Persil launched the latest iteration of its ground breaking ‘Dirt is Good’ campaign in partnership with Sir Ken Robinson, world leading expert in education, creativity and human development.


The London-based team created the ground-breaking ‘Free The Kids’ film which is set in a maximum security prison in the US and tells the powerful stories of the prisoners who volunteered to be part of the project, and communicates the stark contrast between the time they are guaranteed outside each day and the woeful lack of time spent playing outdoors by today’s children.

The campaign drove mass social conversation by using cost efficient media in innovative, high impact ways. In the month that the campaign ran, it achieved a total reach of 471 million impressions; 22.6 million impressions on Twitter; and 115 news articles in publications including Time, BBC and CNN.


Alex Leikikh, global CEO MullenLowe Group commented, 'This year, we received 55 entries, from all of our business divisions and over 25 markets around the MullenLowe Group network. It makes me incredibly proud to see such a huge amount of powerful work, which embodies our core brand values of unfair share of attention and challenger thinking. Our Global Executive Committee, 15 leaders from around the world, evaluated all of the entries that fought for an unfair share of attention and I’m thrilled that the ‘Free the Kids’ campaign for our biggest client Unilever was the winner’.

Congratulations to MullenLowe Group UK for their fantastic work. You are able to view the case study for MullenLowe Group UK’s winning campaign here

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