Sophie Chen
Sep 13, 2012

Arcade creates online social 3D game for Clear Men’s Deep Cleanse

SINGAPORE - Arcade has created an online social 3D game, ‘Escape Dirt City’, to launch Clear Men’s Deep Cleanse shampoo in the global market.

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.

Credits

Client Unilever Clear
Campaign Clear Men Deep Cleanse
Creative team Mark Taylor, Matt Cullen, Gary Tranter
Account team Saufi Salleh and Chin-Han Yu

Related Articles

Just Published

2 hours ago

40 Under 40 2024: Tim Lindley, VaynerMedia

Lindley’s work at VaynerMedia, balancing strategic vision and growth with empathetic leadership, makes him a standout figure in the APAC marketing landscape.

3 hours ago

How indies are closing the gap between holding ...

In a true David vs. Goliath battle, nimble independent agencies are defying the "bigger is better" narrative, winning top clients and industry awards with smart investments, speed, and agility.

4 hours ago

Marubeni banks on J-Pop singer Ado's mystique in ...

In her first-ever advert appearance, J-Pop superstar Ado teams up with Marubeni to deliver a metaphor for collaboration and overcoming challenges.

4 hours ago

Moves and wins roundup: Week of February 17, 2025

Netflix, Pageone Group, Golin, Mars United Commerce, the Parramatta Eels and more in our weekly collection of people moves and account news.