In partnership with The Wild Network, laundry brand Persil launched the free Wild Explorers app as a way to help families find fun activities to do together outside during the summer months. To mark the launch of this new app, Persil created a volcano that erupted mud at regular intervals and got people nearby good and messy.
The structure itself stands at over seven feet tall and is made with more than three tonnes of mud—the impressive structure took a team of eight people more than 4,000 hours to create.
Some of the research that fueled the creation of this campaign expresses that many families are uninspired when it comes to dreaming up outdoor activities, or find weather and costs prohibitive. The new app and mud volcano installation work to support Persil's 'Dirt is Good' campaign, which reminds that outdoor play is essential to the development of a healthy child.