From 23rd August to Friday 24th August, London’s famed West End theatre district will soon be home to a play that takes place entirely in a car. The unique play has been commissioned by car insurers MORE TH>N and will be delivered by Cow PR.

Theatregoers will be shown to their seats in the back of the car, before the cast appears on the stage (the front seats), making this car possibly the smallest theatre in the world, holding a maximum audience of up to five people per performance. Audience members will have the chance to meet and speak to the cast in the car once the play has run.

Entitled ‘Papa Don’t Preach,’ the short 20-minute play was written by Bola Agbaje, a Laurence Olivier award-winning playwright and screenwriter. It takes place entirely in the car parked up on London’s iconic Drury Lane, and aims to shine a light on the positive and important family conversations that can take place in a car. The heartwarming, relatable and at times funny story of a father and daughter conversing in a car explores how the decisions of the past can affect the choices young people make, as well as the desires young people have to be independent and the conflict it causes for parents.

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Persil UK has been encouraging families in London to get outdoors and active to celebrate the 10th anniversary of the launch of the brand’s ‘Dirt is Good’ marketing platform with ‘Get Out Here’, a Digital Out Of Home (DOOH) activation delivering content triggered by the weather in real-time.

Running on Ocean’s full motion Eat Street screen at Westfield London, the campaign uses live weather data to trigger video content allowing the display to show current temperatures, weather conditions and the walking distance to Holland Park, their nearest source of outdoor fun.

Families can connect to the screen’s Wi-Fi to access a map and directions to the park, which is a short walk from the shopping centre.

Get Out Here reflects Persil’s commitment to get families outdoors and embrace dirt. The brand cites consumer research which reveals that dogs are five times more likely to be taken out to the park than children – and that only one in three kids has ever climbed a tree.

Created by MullenLowe London, Get Out Here was one of the commercial winners of Ocean Outdoor’s eighth annual digital creative competition, which aims to reward great creative concepts that push the boundaries of digital out of home (DOOH) advertising.

Video footage on the screen will also include a dynamic count of fun activities families can enjoy in the 22.5 hectare park, including the number of birds to count, muddy puddles to jump in and snowmen to build.

The idea is that families will break out of the urban jungle to experience the freedom of the real outdoors like kids used to, playing on Persil’s 10th anniversary of “Dirt is Good.” The campaign broke on March 1st 2018 and runs for two weeks.

Jennifer King, Senior Brand Manager for Persil UK, says: “Families love getting outdoors but we know that life can get in the way. This is an innovative way to nudge us all to embrace the outdoors and make more happy memories.”

Alex Okada, Global Executive Creative Director for Dirt is Good, adds: “Sometimes we are so immersed in our busy lives, distracted by the always on digital world that we don’t stop to think how close and accessible nature is to us. The idea is to use technology and data in order to remind and inspire people to enjoy the outdoors. Not having enough time outdoors is not a only problem for kids, but also a problem for all of us.”

Ocean Outdoor head of marketing Helen Haines comments: “Get Out Here is a really simple idea that actually works in all sorts of environments and out of home locations. It’s a fun execution and a wonderful way to encourage more families to go play and get messy. That’s why it was chosen as an Ocean competition winner.”

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