With the intriguing “Guess Who Won” campaign, Unilever’s ongoing “Dirt Is Good” project takes a new turn. This innovative venture brings new life to some of the most thrilling moments in sports history. With a twist that makes sense, the ad encourages people to name the winners of legendary sporting events. The victors are invariably the ones who ended up the dirty.
Bringing Back Symbolic Times
The creative campaign, designed by LOLA MullenLowe, re-visits important football, tennis, and cricket matches. It draws attention to the fact that acceptance of filth and grime is frequently associated with success in sports. For example, a crucial tennis match in which a young prodigy defeats a famous player to win her maiden Grand Slam championship is represented vividly with her victory marked by clay stains.
In a similar vein, the campaign showcases a legendary football match from the Intercontinental Cup of 1996, in which dominant clubs from America and Europe competed for victory, with the players’ muddy uniforms serving as a symbol of their intense rivalry. The campaign in cricket is reminiscent of the 2007 Ashes series, which was widely recognised for its fierce rivalry and the tenacious efforts that resulted in an uncommon resounding win.
Placement and Effect in a Strategic Way
In crucial locations such as the UK, Brazil, and India, strategically placed out-of-home ads target young, ambitious athletes in close proximity to schools, parks, and sports clubs. The places are picked with the intention of inspiring the young people, helping them to view play-related stains as symbols of hard work and accomplishment.
Accepting the Play Philosophy
According to Tati Lindenberg, Vice President of Marketing at Dirt represents Good, the campaign represents a mindset rather than merely a commercial. The transformational power of dirt is celebrated in every visual tale, ranging from clay-stained tennis gear to muddy football outfits. To attain greatness, one must embrace their body and push boundaries, according to Lindenberg.
In addition to celebrating the Dirt Is Good brand’s 20th anniversary, this project introduces the brand’s new “Play On” communication platform, further solidifying its dedication to promoting messy, dynamic play as vital building blocks for success and personal development.
A challenge to become messy
With its dual purpose of reflecting on sports history and issuing a call to action for the upcoming generation of athletes, “Guess Who Won” is poised to become a pillar of Dirt Is Good’s legacy. Unilever’s most recent ad sends a strong message: brilliance frequently comes with getting your hands (and everything else) filthy. It does this by associating cleanliness with the sidelines and dirt with triumph.
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