Campaign details

Brand: OMO
Brand owner: Unilever
Lead agency: FP7 McCann Dubai
Contributing agencies: Magna Global UAE, PHD Dubai, Google
Country: Middle East & North Africa
Industries: Laundry products
Media channels: Content marketing, Events & experiential, Online display, Online video, Public relations, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

OMO, a detergent brand with the global philosophy that Dirt is Good, promotes an active lifestyle, based on the idea that playing and getting dirty is crucial for kids' learning and development. But in the Middle East, owing to cultural reasons and social norms, dirt isn't good, and children are not encouraged to go outside, play and get dirty. Instead, parents substitute outdoor play with digital devices, making kids today the least active in history.