OMO Asks Aussies To Let Our Kids Get Messy With New JWT Spot

OMO Asks Aussies To Let Our Kids Get Messy With New JWT Spot
SHARE
THIS



Aussie laundry detergent brand OMO is back with its Dirt is Good mission, igniting the “real play” social debate via The Real Play Experiment; an online video created by J. Walter Thompson which highlights the benefits of letting kids play freely and experience life to better prepare them for the future.

The online marketing campaign, spearheaded by a four-minute YouTube video, is supported by partnerships with women’s lifestyle website Mamamia, and Dr Suzy Green from the Positivity Institute plus an extensive PR campaign. Further elements of the nationwide campaign will be launched throughout the year.

Simon Langley, ECD J. Walter Thompson Sydney said, “For too long we have been wrapping our kids in cotton wool. We felt it was time to ignite the conversation and get people talking about the benefits of letting kids play freely. Social media is the natural forum to do this.”

The Real Play Experiment is a social experiment which explores what happens when kids aren’t given the freedom to play freely. Parents watching their kids at a weekend football match are filmed getting increasingly frustrated as referees constantly penalise their kids for getting dirty, making a tackle or heading a ball.

Eventually the children are actively encouraged to get down and get dirty and the result is a vibrant, fun filled (and dirty) football match. Real play!

“The Real Play Experiment is already achieving exactly what we set out to do; provoke a conversation,” said Langley.

“By stimulating feelings of frustration and guilt the parents eventually acknowledge how much happier the kids are when they are allowed to play freely and get dirty. We’re really pleased with the outcome.”

Paul Connell, marketing director Unilever Laundry & Homecare said, “With research showing that real play activities are in decline, it’s a natural fit for Omo to champion the cause and spread the ‘dirt is good’ message.

“Through launch of The Real Play Experiment, we will bring the real play debate to the table and ignite a conversation about its importance for children’s learning and development. We believe all parents want the best for their children and are open to making positive changes that contribute to their development.

“However, what gets in the way of embracing real play activities more frequently are societal pressures and restrictions around what being a ‘perfect parent’ looks like. In a world where time is poor, there is a need for more help to make it easier and simpler to embrace Real Play every day,” Connell concluded.

The six-month Mamamia partnership includes a range of native content and social posts all supported by Mamamia editors including Jo Abi.

The Real Play Experiment (attended by Abi) appears as a YouTube Masthead as well as across Mamamia, and will be seeded out via Facebook and Unruly. Banner assets will also appear on Mamamia and Kidspot.

 

Agency Credits:
Client: Unilever
Creative Agency: J. Walter Thompson Sydney
Production Company: Syndicate Films
Post Production (grade and online): White Chocolate
Sound Studio: Smith and Western
PR Agency: Zing
Media Agency: PHD
J Walter Thompson is part of WPP AUNZ

Please login with linkedin to comment

awards azealia banks Clemenger BBDO Sydney detergent omo simon langley SXSW Awards the real play experiment YouTube

Latest News

Listeners Flock To Triple J As ‘Requestival’ Takes Off
  • Media

Listeners Flock To Triple J As ‘Requestival’ Takes Off

triple j’s decision to let listeners control the airwaves as part of the first-ever ‘Requestival’ has proven a success for the broadcaster, with engagement going through the roof. As of Thursday, there had been more than 73,000 song requests. Additionally, the textline is “going off” and the app has inundated with emojis (see below), according […]

by B&T Magazine

B&T Magazine
WP Engine Shows How Creative Technology Has Changes Advertising In New Documentary
  • Media

WP Engine Shows How Creative Technology Has Changes Advertising In New Documentary

WP Engine, the WordPress Digital Experience Platform (DXP), today announced the public release of the full-length documentary make|SHIFT, which explores the history of modern advertising and the role that creative technology played in its evolution. The film highlights the makers, agencies, and brands who had the courage to harness new technology, test new business models, and question the […]

“How Normal Was Normal?” Extinction Rebellion Releases New Campaign
  • Media

“How Normal Was Normal?” Extinction Rebellion Releases New Campaign

London creatives Luke O’Driscoll and Marco Mollo and Australia’s Milos Mlynarik and Tim Arnold (a freelance photographer and filmmaker/sound designer, respectively) have created a one-minute film for Extinction Rebellion to announce the activist group’s ‘No Going Back’ campaign. Extinction Rebellion is once again giving voice to global dissatisfaction – this time around returning to ‘normal’. Stating that the […]

Nine’s Today Host Allison Langdon Mysteriously Loses An Arm In Mega PR Photoshop Fail
  • Media

Nine’s Today Host Allison Langdon Mysteriously Loses An Arm In Mega PR Photoshop Fail

It’s been a tough 2020 for Nine’s Today team. Regularly roughed-up in the ratings battle with arch-nemesis Sunrise, entertainment reporter Richard Wilkins coming down with coronavirus, and news this week that the ABC’s News Breakfast is now pulling more viewers. To compound the breakfast show’s difficulties, it appears host Allison Langdon has lost a rather important […]

by B&T Magazine

B&T Magazine
NESCAFE Pays Nod To CV-19 In New Global Campaign
  • Campaigns

NESCAFE Pays Nod To CV-19 In New Global Campaign

NESCAFE and Publicis Worldwide have introduced a new campaign with a meaningful statement, as most markets gradually get out of confinement.   With the help of Publicis Worldwide (Paris and Milan offices), the instant coffee brand has launched a new ‘Good morning’ campaign, with the idea of bringing an optimistic ‘Good’ back into ‘Good morning’. This […]

Top view photo of podcast concept - lightbox with letters podcast on it, headphones and professional microphone on the table
  • Media

7AM Celebrates First Birthday With 45,000 Daily Listeners

Schwartz Media’s daily news podcast, 7am, today celebrates its one-year anniversary with a new audience listenership milestone. The podcast now reaches an average of 45,000 Australian listeners each day, or almost a quarter of a million listeners weekly. The year-old podcast, hosted by award-winning investigative journalist Ruby Jones, tells the news through in-depth, energetic interviews […]

A ballpoint pen rests on a stack of brown file folders. The light brown desktop provides ample room for copy and text.
  • Opinion

How To Construct The Creative Brief

Here's top tips on writing a perfect creative brief that could even be extended to shopping lists & "Dear John" letters.

Opinion

by B&T Magazine

B&T Magazine