Campaign details

Brand: OMO
Brand owner: Unilever
Lead agency: FP7/DXB
Contributing agencies: PHD Dubai, Magna MENA, Mint Mena, Google
Country: Middle East
Industries: Laundry products
Media channels: Content marketing, Livestreaming, Online display, Online video, Social media, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

Kids today are the least active kids in history as they spend, on average, less than an hour a day playing outside and getting dirty. This means they spend 23 hours idle and inactive.

That's not always so good for a washing-powder brand like OMO, whose philosophy is Dirt is Good. OMO is a brand that promotes an active lifestyle, because playing and getting dirty is crucial for kids' learning and development.