Dirt is good
The reality is shaped by perceptions.
And the communication campaign today of OMO is reshaping the perception of dirt.
Yes, we all know the reactions of all parents when the kids create at home mess and dirt and when the kids come home all in spots on their clothes.
But OMO is giving different meaning to the dirt by relating it with the creative potential in each child and this creative potential should not be suppressed, but encouraged.
The key visuals present the big shadows of the future selves of the respective children – on some of them they are a chef, on others are an athlete or an artist.
And in each of the future self shadows are places concrete situations, which make the clothes of the children dirty, while in fact exactly these situations enrich the souls of the children, preparing them for their future true self.
The main idea of this OMO communication campaign is don’t suppress the creativity of the children and don’t worry to let them get dirty, because you have the perfect solution for all dirty clothes – OMO.
Logically the key message of the campaign is “OMO – dirt is good.”
And here are the key visuals.
Enjoy!
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