OMO washing detergent: Physicist

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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13 comments

alecrespo's picture
alecrespo
151 pencils

nice art director

SoCH_TO's picture
SoCH_TO
953 pencils

I love Art Direction !!! Awesome !!!

Live with Passion

gadgets's picture
gadgets
1063 pencils

Good!

dhawal333's picture
dhawal333
169 pencils

excellent work guys

Dominic Stallard's picture
Dominic Stallard
13 pencils

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

MinistryFilm's picture
MinistryFilm
406 pencils

I love this style

stickynotes's picture
stickynotes
1058 pencils

I think the boys work better then the girl motive, at least they are playing with their environment, exploring it.
she's only sitting there in an environment an artist shaped around her. it's not really clear why dirt is good and what does she have
to do with it.. other then that, it's graphically a very good campaign.

Natsden's picture
Natsden
13 pencils

I agree with you, this is the weakest of all three. BUT the girl isn't just sitting there; if you look over her head you'll be able to see an apple falling from the tree. As this campaign is about children discovering stuff, I think it's a reference to Isaac Newton and his famous apple.

abake's picture
abake
1239 pencils

Agreed with stickynotes, this one's the weakest...

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

Dominic Stallard's picture
Dominic Stallard
13 pencils

It's the same product and the same global concept - Dirt is good.

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

Fernando Fernandes's picture
Fernando Fernandes
1395 pencils

Se sujar sempre faz bem! Muito bom o desenvolvimento da idéia! quem nunca se sujou! Nao existe!

austinzt's picture
austinzt
5 pencils

excellent

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