Dirt Is Good (Persil, OMO) - "Guess Who Won - Soccer"

LOLA MullenLowe

LOLA MullenLowe Madrid, Spain

165

Brand: Dirt Is Good (Persil, OMO)
Country: Spain

Advertiser: Unilever

Title	Guess Who Won - Soccer
Agency	LOLA MullenLowe
Campaign	Guess Who Won
Advertiser	Unilever
Brand	Dirt Is Good (Persil, OMO)
Date of First Broadcast/Publication	2024 / 3
Business Sector	Cleaning Products, Soaps, Detergents
Philosophy	Dirt Is Good, one of Unilever’s biggest Power Brands, continues to inspire the next generation to go outside, get dirty and do what it takes to win through a new campaign entitled ‘Guess Who Won’. The new campaign highlights that stains achieved whilst playing sport should be celebrated as a mark of resilience, determination, and triumph. In this new campaign from LOLA MullenLowe ’, iconic sporting moments in cricket, football, and tennis are re-created to demonstrate a common denominator in all of the winners: they all got dirtier than their opponents. From the tennis final where an up-and-coming star won her first Grand Slam by defeating the greatest female tennis player in history, the 1996 Intercontinental Cup final that pitted two powerhouse teams from Europe and America against each other for the first time plus the final day of the 2007 Ashes cricket series, the first whitewash (5-0) in over 80 years alongside the last international match of one of the greatest cricket players in history. As part of the campaign, the out-of-home (OOH) advertisements were shown in the UK (Persil), Brazil (OMO) and India (Surf Excel) near schools, recreational parks and youth sports clubs specifically positioned to catch the attention of young people and inspire the next generation of potential sports stars.
Media Type	Outdoor/Out of Home
Market	Brazil, India, United Kingdom
Advertising Manager	Tati Lindenberg
Advertising Manager	Daniela Olivero
Advertising Manager	Andrew Veacock
Lead Network	IPG Global
Chief Creative Officer	Jose Miguel Sokoloff
Global Creative Director	Eduardo Salles
Global Brand Business Lead	William Dixon
Global Strategy Director	Sandy Doran
Executive Creative Director	Tomás Ostiglia
Creative Director	German Rivera Hudders
Associate Creative Director	Diego Vieira
Creative Team	Maria Báguena
Creative Team	Koke Domínguez
Head of Design	Yan Graller de Oliveira
Managing Director	Tom Elliston
Global Account Director	Cristina Panea
Account Executive	Sofía Perez
Head of Production	Felipe Calviño
Photographer	Ale Burset
Retoucher	Diego Speroni
Media Agency	Mindshare Europe