Unilever OMO - “The only permanent stain is hard work.” and “Dirt is Good.”

People forget the importance of going out and trying something new regardless of the risk or how dirty they may get. That is what makes a life worth living. I wanted to develop scripts that remind the audience of events that can often occur in one's life or how adversity can be overcome through perseverance. And remind them that the dirt they got covered in is a testament to their daring behavior or path of redemption.

For this radio ad and long-form copy, I wanted to use cues to trigger memories from the listener and the viewer. Using various 'scenarios,'’ we can show that every listener has gotten their hands' dirty' and dared to do something great. And lastly, tell them that OMO products are the best product to wash, rinse, repeat, and let them tell their next story through the dirt on their sleeves.

Radio Ad for “Dirt is Good”

Long Copy for “Dirt is Good”

Case Video #1 for “The only permanent stain is hard work.”

“The only permanent stain is hard work” is a slightly different concept. I wanted to tell a story about how stains don’t have to be literal but can be abstract. For example, a “stain on one’s record,” I took the subject of a recently incarcerated prisoner and his journey of redemption from a unique perspective.

Case video #2 for “The only permanent stain is hard work.”