The brief from the client was to bring to life Omo's global strategy of 'Dirt is good', which encourages kids to interact with dirt and the outdoors to learn skills, preparing them for life.

We wanted to practice what we preach by making a set of ads through getting our hands (and clothes dirty), to create something we were proud of, rather than relying on PhotoShop or Illustrator.

The ads have gone down so well that our clients have asked us to implement the same idea as activation in malls in Vietnam/Singapore. Additionally we are in the middle of editing the entire 4-day production, shot in time-lapse, which will then be used as an online video and possibly TVC.