TAG: The Game

Data reveals classic outdoor games are on the verge of extinction, as kids prefer screens over parks. So after 20 years of championing Dirt Is Good, Persil decided to take action and relaunch the classic tag in the most appealing way for today’s kids: as a video game.

A DVD case for the movie "Tag" featuring four diverse characters on a white background with the title in bold black letters.
Video game packaging with details about gameplay, system requirements, and developer logos.

The Game Trailer Prank

TAG: The Game was introduced to the gaming community by DIG Studios (an acronym of Dirt Is Good). Its epic trailer, developed with Unreal Engine 5, tricked renowned gaming influencers and their audiences with an elaborate digital hoax.

A wooden bridge spans over a stream in a dense green forest, with lush trees and foliage surrounding the area.
A dirt path winding through a dense, green forest with tall trees and sunlight filtering through the leaves.
Close-up of four different young women's faces, each with facial markers indicating points of interest, against a dark background.
Promotional poster for the game 'Tag: The Game' featuring four diverse young characters with serious and determined expressions, with motion-blurred figures of kids running through a city street below, and the text 'ONLY AVAILABLE IN REAL LIFE' at the top and the title 'TAG: THE GAME' at the bottom.
Nighttime sidewalk scene with illuminated movie posters at a bus stop, featuring a poster for the film 'Tag' showing diverse children and a smaller poster for the same film further down the sidewalk.
Three posters for the video game TAG, featuring five diverse characters, with text indicating the game is only available in real life and highlighting its availability on consoles.
Poster advertising a game called TAG on a city street bus stop shelter, with four women's faces and the tagline 'PLAY IT FOR REAL AT GREEN PARK'.
A bus stop with an advertisement for the movie "Tag" showing diverse women with serious expressions, and a person walking past who appears to be talking to someone inside a building.
An outdoor billboard advertisement for the movie TAG featuring four women in intense poses, with palm trees and a clear blue sky background.

CREDITS

ECD: Tomás Ostiglia
Creative Directors: Kevin Cabuli & Jorge Zacher
ACD: Enrique Torguet & Manuel Castillo
Creative Team: Josefina Mateo Burton & Ezequiel Scarpini
Art Director: Alan Chung
Managing Director: Tom Elliston
Account Supervisor: Cristina Panea
Global Business Leader IPG: Will Dixon
Global Strategy Director IPG: Rachael Stets
Head of Production: Felipe Calviño
Producer: Jorge Saade
Production company: Happy Finish

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·

MEET THE BAKERS

A close-up of a claw machine filled with plush toys and stuffed animals in a brightly lit arcade.

EST.

2018

Ideas Baked Proper Good

FRESHLY MADE EVERYDAY

A close-up of a wooden spatula with the words 'MAGNUM true to pleasure' engraved on it, resting on swirled dark and white chocolate.
A man and woman lying on a bed with pink and floral decor, surrounded by large teddy bears and vintage lamps, in a cozy, playful setting.

Be Sweeter Than The Sweetest / Axe

Cover art for the video game 'TAG: The Game' featuring four young characters and running figures, with the tagline 'Only Available in Real Life.'

TAG: The Game / Persil UK

A man lying on his stomach on a gray surface, looking at the camera with a serious expression. Next to him, a black Lynx cat deodorant spray can with a white cat illustration and green text. The background is dark and plain.
A collage of photographs with images of bodies, beds, and abstract art, arranged on a white background.

Let’s Wash Away The Taboo / Persil

A woman standing on a park pathway surrounded by flying white pigeons during autumn, holding an ice cream cone and a small brown purse, with trees and bushes in the background.
A man in traditional South Asian clothing stands outdoors on a sandy area, looking into the distance while holding a red ice cream vending cart. In the background, there is a small shack with a sign that reads 'Sea View', a bench, and the ocean under a clear blue sky.

The Solar Priceboard / Wall’s

A woman in a sheer brown outfit with shiny accents, standing against a red textured wall with white cursive writing, at an event.

The Vegan Dress / Magnum

Thick, cracking chocolate / Magnum

Lynx with Catnip / Lynx UK

Melting Icon / Magnum UK

A wooden table with a box of PG Tips tea bags, surrounded by various plush animal toys including a bear, zebra, and giraffe, with teacups, a teapot, and a plate of cookies in a cozy, softly lit room.
Portrait of a woman with dark skin sitting against a green background, wearing a colorful silk shawl, large drop earrings, and a bracelet, with her hand resting on her forehead.

AWA x Magnum

Make The Switch / PG Tips UK

An elderly man with a white beard, wearing glasses, is sitting on a plaid armchair reading a letter in a dimly lit room with framed pictures on the wall and a lamp.
Three people sitting on a park bench, eating ice cream cones. A woman on the left with short dark hair wearing a cream coat, a man in the middle with a cap and green jacket, and a woman on the right with long dark hair in a blue coat. They are outdoors in front of a building with windows and trees.

Cornetto feat. Cha Eun-Woo

A person playing a grand piano on a reflective surface with a large fiery sun and lightning in the background.
A chocolate-covered ice cream bar with a textured surface on a light background.

The Pleasure Remixed / Magnum

JVKE feat. The Sun / Magnum

A woman with brown hair, crossing her arms, wearing a teal shirt and a green bandana around her neck, is displayed on a phone screen in front of a collage of similar images of women in green bandanas.

Filterless Filter

The Most Unexpected Gift / ToysRUs

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·