Persil has launched an interactive campaign at thecentre:mk in Milton Keynes to allow consumers to have fun with the brand and create personalised silhouettes against a background of everyday food stains. The campaign highlights the new formulation of Persil Small & Mighty which provides better stain removal guaranteed, even in a quick wash. The bespoke digital activation allows families to virtually splat a huge digital canvas with a range of brightly coloured foods and liquids before revealing the participants own pristine silhouettes from the mess.

Devised by DLKW Lowe, produced by Grand Visual, and booked by Mindshare and Kinetic, the campaign asks the public “are you ready to take on whatever life throws?” The user is then asked to strike a pose before their image is pelted with a virtual onslaught of everyday stubborn food groups including grapefruit, Ragu and black tea. The image gradually transforms before them to reveal their silhouette – stain free and pristine white against a background of multi-coloured food stains.

Participants at thecentre:mk can add even more splatters to the display by touching the screen to spread green curry, chocolate ice-cream or blue poster paint and can also view their brightly splattered creations in an online gallery at where they can tag and share pictures with friends and family online. The campaign continues the theme of Persil’s TV campaign “For Whatever Life Throws” featuring a young girl’s dress getting covered in many everyday stains.

The Microloan Foundation, a UK charity providing small business loans to women in sub-Saharan Africa, launched an innovative live donation digital billboard campaign at Westfield London, Shepherds Bush this weekend.

The screen showed an incomplete image of a smiling African woman constructed entirely from pennies. Passersby were encouraged to donate via SMS: “Your small change can make a big difference in Africa. See How. Text CHANGE and your NAME to 70777.”

Each time a participant donated a fixed amount by text, a personalised on-screen thank you message would appear followed by a new batch of coins which would fall into place on the poster image until eventually the picture of the smiling woman was complete.

Completed images appeared on where donors can look up their contribution and see their coins tagged within the image. Donors can then share their contribution with friends via Twitter, Facebook or email.

Created by DLKW Lowe, the campaign ran from the 25th – 26th February 2012 as a weekend domination on Ocean Outdoor’s Eat Street digital poster site. Grand Visual provided digital production and tech build, with SMS monitoring via OpenLoop. 3D motion graphics were produced by Absolute with website design and build by United Studios.