This project was a group collaboration for D&AD 2023. The brand we chose was OMO and the brief was to expand on the already existing OMO campaign DIG (dirt is good) but target it towards Gen Z living without their family. OMO believes DIG is good because it has many benefits such as socialising, mental health, physical health, etc.

 

We decided that the best place for this campaign to gain interest and exposure from Gen Z was to display it at a music festival. We also thought that a music festival seemed relevant because its where people can get dirty. Statistically, Gen Z aren't aware on how to properly clean their clothes and this creates a reluctance to get out there and take a risk.

 

"Live dirty" was the name of our campaign and it was created to encourage people to take risk. We created various different long copies to be displayed throughout the festival. In this campaign we used dirt as a symbolism of taking a risk and conveyed the message of stains create growth and they improve us as a person.​