Campaign is part of the brand repositioning, which has the slogan “Put Your Clothes on for the Game Because Getting Dirty is Good!”
The Omo brand launched a video manifesto with Vini Jr, a player for Real Madrid and the Brazilian national team, recounting his journey to becoming one of the main names in current football.
The action takes place one day after the player lost the Ballon d’Or, a France Football award, to Spanish Rodri, Manchester City midfielder. Vini Jr. was the favorite for the award.
In addition to narrating the life and paths taken by the player, the film shows the number of tons of dirty clothes that were part of his story, taking him to the Spanish club.
The Omo calculation presented in the campaign was developed exclusively by the brand and disclosed first-hand by Vini Jr.
The new campaign is part of the brand repositioning that matured the classic slogan “Se Dirty is Good!” for “Put Your Clothes on for the Game Because Getting Dirty is Good!”, bringing closer ties with sport as the company’s strategy, in addition to reinforcing messages of resilience and encouragement for consumers to achieve their goals.
The brand’s first animation, produced by Dirty Work, also reinforces courage and dedication in all other sports and not just for professional athletes, but for everyone who challenges themselves every day and believes they can achieve what they dream of, without fear. of putting on your clothes for the game and getting dirty.
