2012 Results

CAT 09 - Household Maintenance (PRE)



OMO, "Dirt is Good" Campaign
"Mud", "Adventures" & "Bravery"

Agency (city): DLKW LOWE, London

Creative Director(s): Dave Henderson & Richard Denney

Copywriter(s): Theo Bayani

Art Director(s): Miguel Gonzalez

Photographer(s): Dario Mitidieri

Typographers(s): Jamie Craven

Producer: Gary Wallis

Head of Art: Christian Sewell

Head of Design: Jamie Craven

Executive Creative Directors: Richard Denney & Dave Henderson

Account Management: Rupen Desai

Short explanation

In this series of print ads, Omo gives new meaning to its classic ‘Dirt is Good’ mantra by reminding parents that the great outdoors is crucial to a child’s development. Omo enables parents to let their kids go outside and get dirty because they know they're learning valuable life lessons they wouldn't normally learn cooped up inside the house. We see these lessons printed on the clothes they wear in carefree scenes of children having fun in the park.


From washing liquids to capsules, powder, tablets and sachets, Omo laundry products help tackle tough stains, even at low temperatures.