OMO washing detergent: Archaeologist

OMO dirt is good

Advertising Agency: Lowe, Singapore
Regional Executive Creative Director: Dominic Stallard
Chief Creative Officers: Dominic Stallard, Kirk Gainsford
Copywriter: Natalie Rose
Art Director: Karen Vermeulen
Production company: Shooting Gallery
Account Director: Ranjit Jathanna
Agency Producer: Jasmine Tan
Photographer: Sebastian Siah
Additional Credits: Andrew Ho, JooHeng Tan, Michael Kan, Raymond Goh, Fuse Audio, Emoxis, Ashlynn Sum, Eranga Tennekoon, Irene Gan

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21 comments

kleenex's picture
kleenex
25612 pencils

Great work with the dirt....

ChuckN's picture
ChuckN
114 pencils

Outstanding art direction.

SoCH_TO's picture
SoCH_TO
953 pencils

I love Art Direction !!! Awesome !!!

Live with Passion

gadgets's picture
gadgets
1063 pencils

Excellent! First time when I see dinosaurs in detergent ads...

ivanm16's picture
ivanm16
354 pencils

Outstanding art direction. Don't know if that should be the copy.

shaun1800's picture
shaun1800
291 pencils

I don't get it, what's the concept here?

naghihimutuc's picture
naghihimutuc
82 pencils

I think this means if your detergent is that good you don't have to worry about playing in the dirt or something. Took me a while to get it though.

salil.sharma's picture
salil.sharma
2278 pencils

excellent campaign
get more attention by child
cool art direction & execution is excellent

Dominic Stallard's picture
Dominic Stallard
13 pencils

Here's the production video:
http://www.youtube.com/watch?v=52VEsbroWqM

el-que's picture
el-que
65 pencils

on point. me love.

wanna help a fellow? start with what's in your hand.

WhiteBeard's picture
WhiteBeard
26 pencils

Nice

SMB's picture
SMB
12 pencils

me like it

MinistryFilm's picture
MinistryFilm
406 pencils

I like art direction

stickynotes's picture
stickynotes
1058 pencils

this one works the best, because there's a direct link from the boy digging in the earth as a child and so exploring what his future job might be.

but without the explanation video and the 'jobs' in the titles it's hard to understand and misleading..
with OMD your kids become great dirt-artists? the sand-art and photography are brilliant.

kgb0x's picture
kgb0x
3 pencils

A great picture but a bad ad ! On the street or in a newspaper, with 2 seconds to understand it, this ad does not transmit any message except a beautiful image !

Javier Davis's picture
Javier Davis
84 pencils

Good campaign. Seven stars.

mountanias's picture
mountanias
24 pencils

DONE! The concept was done by Argentinian Agency "Santo" many years ago also for a detergent. They didnt do prints, only commercials. The concept is still being used by the detergent since then.
Here is the link, but is in spanish.

http://www.youtube.com/watch?v=SxUUXFE9cEU

raulbanderas's picture
raulbanderas
357 pencils

i like it, very good

Dominic Stallard's picture
Dominic Stallard
13 pencils

OMO is Breeze/Persil/Ala/Surf/Rinso depending on the market.

The global campaign is Dirt is good.

Fernando Fernandes's picture
Fernando Fernandes
1395 pencils

Se sujar sempre faz bem! Muito bom o desenvolvimento da idéia!

seizedlight's picture
seizedlight
16 pencils

Love the concept and art direction

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