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

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]