The game turns your city into a Dirt City using Google Maps Street View. To escape, players need to fight the dirt, grime and pollution, which manifest as dark, evil monsters, using the active ingredients in the new product.
Targeting young men aged 25-34 in Asia, the Middle East and Latin America, the game has already released in the Gulf and Southeast Asia, and will go to many more countries as the campaign unfolds.
The fastest fighters not only win bragging rights, instantly blasted across the web through built-in social media, but also stand to win prizes including iPads and trips to Paris. In some regions, winners can choose anywhere to go.
"'Escape Dirty City' creates a branded experience that the consumer relives every time they walk out their door and onto the streets of their local cities,” said Mark Taylor, co-founder and creative director at Arcade.
Arcade’s campaign provides a full range of supporting assets for players to participate from in-home, in-store, point-of-sale, billboards, merchandising and online through web banners and YouTube.
Client Unilever Clear
Campaign Clear Men Deep Cleanse
Creative team Mark Taylor, Matt Cullen, Gary Tranter
Account team Saufi Salleh and Chin-Han Yu