"Dirt is Good" is the brand activation platform of Skip.The concept was challenging consumers to go to city parks in order to give their children the opportunity of playing surrounded by nature instead of going to the malls, because "dirt is good".The below-the-line activity concerns a big event, with several activities for all the family during the weekends in city parks, where entries are FREE (invited by the brand).The campaign was a transversal communication one, using trade marketing techniques, promotional packs, PR, above-the-line.

Quantitatives- 50,000 visitors (appox) to the event, during five weekends- Sales increased 2.6% during the weeks of the event.Qualitatives- Very satisfied client with the awareness of the success of the event.- Good will of the consumers - many happy families at the event.