Lowe Singapore play in the sand to create sculptures that show dirt is good for Omo

OMO_01_Archaeologist.jpgA nicely crafted campaign for Omo from Lowe Singapore that shows how "Dirt is Good". Especially when it's the result of your kids going out into the world to have fun, explore, learn and create.

To make the idea come alive, Lowe Singapore asked 3-times World champion sand artist, JooHeng Tan to build a series of 18-ton dirt sculptures showing kids' potential futures.


Credits - Regional Executive Creative Director: Dominic Stallard. Chief Creative Officer: Dominic Stallard, Kirk Gainsford. Copywriter: Natalie Rose. Art Director: Karen Vermeulen. Agency Producer: Jasmine Tan. Account Director: Ranjit Jathanna. Photographer: Sebastian Siah. Production Company: Shooting Gallery



Ideas Are Good said:

An execution, looking for some tenuous connection back to an actual idea. Bit muddy.

Albert Scamus said:

When i saw the Dino ad I thought...yes this is good. The other 2 executions dragged the whole idea back into the dirt.

Non-partisan said:

The only one that makes any sense is the archeologist execution. Should have left it as a one-off.

partisan said:

Non-partisan, without the other 2, then it doesn't qualify for the campaign entries at Cannes. :D

Guy said:

When these kids grow up, they'll use AXE. :D

PartySan said:

They need to enter them as singles. I can understand the dinosaur one, the other two are "huh???"

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