Context: The "Dirt Is Good" concept has been proving for years that getting dirty always pays off. On the platform's 20th anniversary, the brand wanted to create a campaign that would be relevant and meaningful to young people.

The brief: Use the sports territory to demonstrate that getting dirty pays off, encouraging youngsters to give their all in their daily lives.

Objective: Develop a relevant and inspiring campaign targeted at young athletes.

Media Insight: For this unique campaign, we aimed to be where the kids were already playing sports and place our ads in front of them. That’s why our media buy was targeted to areas near schools, sports clubs, and courts where kids play.

When we examined photographs of some of the most iconic moments in sports history, we noticed a recurring pattern: more often than not, the winners were the ones who got the dirtiest. This observation aligned perfectly with the essence of the brand’s long-standing platform, “Dirt Is Good”. With living proof of this concept, we aimed to inspire the next generation of kids to go outside and get dirty by demonstrating that the more you embrace dirt, the greater your chances are of success.

To achieve this, we recreated these iconic moments, faithfully replicating the stains on the uniforms, and posed one simple question: “Guess Who Won?” The answer was unmistakable: those who got dirty are the ones that emerged victorious.

Our target audience was kids aged between 11 and 17 years old in the UK, Brazil, and India, where our OOH ads were placed. In each country, we meticulously sought media placements near schools, recreational parks, and youth sports clubs, where kids actively engage in the same sport featured in each ad.

Once we had our three iconic pictures, we took to the streets to find the best spots to place them. We wanted to reach kids when they were actually practicing sports, to have a greater impact. We looked at public courts and fields, schools and sports centers, across three different countries. From a media standpoint, the idea was simple, to put our Tennis ad near or inside tennis courts, and the same with our Cricket and Football executions. We used both traditional OOH media as well as special placements inside sports facilities to effectively reach our young target audience

We achieved invaluable 1-on-1 time with our target audience through our OOH placements inside and around courts in three different countries. We anticipate impacting over 100,000 kids every month, with an average exposure of 30 hours to our message within the same time frame. The campaign positively influenced brand perception, reinforcing our brand values and positioning us as a leader in promoting outdoor activity and physical engagement among youth.