Title	FREE THE KIDS
Brand	UNILEVER
Product/Service	PERSIL / OMO
Category	B01. Fast Moving Consumer Goods
Entrant	MULLENLOWE GROUP London, UNITED KINGDOM
Idea Creation	MULLENLOWE GROUP London, UNITED KINGDOM
Production	RSA FILMS London, UNITED KINGDOM
Additional Company	DIGITAL ART STUDIO Madrid, SPAIN

Name	Company	Position
Richard Denney	Mullen Lowe London	Executive Creative Director
Alex Okada	Mullen Lowe London	Global Creative Director
Bruno Riberio	Mullen Lowe London	Creative
David Henderson	Mullen Lowe London	Chief Creative Officer
Luiz Fillipin	Mullen Lowe London	Creative
Juan Chrismann	Mullen Lowe London	Creative
Jack Patrick	Mullen Lowe London	Creative
Mays Al-Ali	Mullen Lowe London	Executive Producer
Toby Dye	R S A Films Ltd	Director
Ben Porter	R S A Films Ltd	Executive Producer
Ayesha Walawalkar	Mullen Lowe London	Global Planning Director
Emma Batho	Mullen Lowe London	Planning
Phoebe Robertson	Mullen Lowe London	Account Executive

Brief Explanation

The time kids spend outdoors gets smaller every day - but it's hard to understand how much time is too little unless we can put it into a context that's easily recognised. the rights of prison inmates to outdoor time are laid down by the UN. This is not the case for children, who now spend less free time outdoors each day than prisoners. The Creative idea was to compare the time the average child spends outdoors with that of a prison inmate.