Persil (Omo)

D&AD New Blood Yellow Pencil Winner

The Brief: Use long copy to bring the ‘Dirt is Good’ message to a new audience of young adults who deserve to dream and dare.

“The ‘Be Dirt Worthy’ campaign was truly deserving of a Yellow Pencil for its innovative approach towards a product as seemingly mundane as detergent. By reframing the perspective on dirt and stains, it promoted the idea that getting dirty is not just inevitable, but a worthy endeavour – signifying play, adventure and experiential learning. The concept excellently resonated with the young audience, creatively sparking a discussion about the importance of hands-on, tactile experience. The campaign’s outstanding execution, both in terms of concept development and design, exemplifies the power of creative storytelling in marketing.”

- Joseph Dubruque, Creative Director, McCann Paris

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Team:

Art Director: Morgan MacLachlan

Creative Brand Manager: Allia McDowell