Persil "free the kids" by MullenLowe London

Children spend less time outside than prisoners in maximum-security jails, according to a gutsy new campaign from Persil.

MullenLowe London created the work, which has left the Unilever-owned brand open to criticism for featuring interviews with prisoners. The inmates explain how precious their "yard time" is to them and react with dismay when they are told how infrequently children play outside. The ad fits into Persil’s existing "dirt is good" position and follows research in which more than 12,000 parents of children aged between five and 12 in ten countries were surveyed. It was directed by Toby Dye through RSA Films.