The OMO Book of Dirt

By Ogilvy South Africa, Cape Town, South Africa


Highly Commended in category Design & Branding

In subcategory Identity and Branding - Books

Project Description
Kids are spending more time online than outside.
They're losing touch with nature and the ability to connect with others.
As South Africa's leading washing powder, OMO wanted to bring its "Dirt is Good" strategy to life in a way that helped kids not only get off their screens, but discover all the benefits of playing in the dirt.
Agency Solution
We created a book that could only be read with dirt.
We worked with printing specialists to develop a new type of ink formula that would accentuate illustrations when rubbed with dirt.
When kids rubbed soil on the pages, our new African fable "The Tale of Spots and Stripes" was revealed.
Illustrated by renowned local artist, Karabo Poppy, “The Tale of Spots and Stripes” tells the story of two rival packs divided by the patterns on their fur. Through dirt and youthful innocence, the children show their parents the way and in doing so, teach us all a lesson in unity.
We launched the book by trading the classroom for the outdoors and got school kids to experience first-hand why Dirt is Good.
As the children discovered the beautifully illustrated story, they also exercised key child development skills such as Tactile and Fine Motor skills, Visual Perception, Language Development and Education.
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