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

15818 pencils

kleenexTuesday, June 12, 2012 - 12:32

Great work with the dirt....

82 pencils

ChuckNTuesday, June 12, 2012 - 12:37

Outstanding art direction.

932 pencils

SoCH_TOTuesday, June 12, 2012 - 14:52

I love Art Direction !!! Awesome !!!

Live with Passion

1079 pencils

gadgetsTuesday, June 12, 2012 - 15:54

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

329 pencils

ivanm16Tuesday, June 12, 2012 - 19:52

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

283 pencils

shaun1800Tuesday, June 12, 2012 - 19:58

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

80 pencils

naghihimutucTuesday, June 12, 2012 - 23:23

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.

2018 pencils

salil.sharmaWednesday, June 13, 2012 - 00:56

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

13 pencils

Dominic StallardWednesday, June 13, 2012 - 03:00

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

65 pencils

el-queWednesday, June 13, 2012 - 04:37

on point. me love.

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

26 pencils

WhiteBeardWednesday, June 13, 2012 - 06:20

Nice

12 pencils

SMBWednesday, June 13, 2012 - 08:35

me like it

404 pencils

MinistryFilmWednesday, June 13, 2012 - 11:04

I like art direction

http://ministryfilm.com/Ministry_Film/CreativeNews.html

1020 pencils

stickynotesWednesday, June 13, 2012 - 12:39

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.

3 pencils

kgb0xWednesday, June 13, 2012 - 16:37

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 !

84 pencils

Javier DavisWednesday, June 13, 2012 - 23:38

Good campaign. Seven stars.

21 pencils

mountaniasThursday, June 14, 2012 - 12:01

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

357 pencils

raulbanderasThursday, June 14, 2012 - 12:23

i like it, very good

13 pencils

Dominic StallardFriday, June 15, 2012 - 03:38

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

The global campaign is Dirt is good.

1372 pencils

Fernando FernandesFriday, June 15, 2012 - 17:31

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

18 pencils

seizedlightMonday, July 2, 2012 - 22:29

Love the concept and art direction

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