Omo Design & Branding GO OUTSIDE by Lowe Singapore

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GO OUTSIDE

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Industry Washing powders & Detergents
Media Design & Branding
Market Singapore
Agency Lowe Singapore
Art Director Dominic Stallard, Eranga Tennekoon
Account Supervisor Ranjit Jathanna, Srija Chatterjee
Typographer Eranga Tennekoon, Michael Sieben
Illustrator Michael Sieben
Released November 2012

Credits & Description

Advertiser: UNILEVER
Agency: LOWE SINGAPORE
Category: Point of Sale
Advertising campaign: GO OUTSIDE
Account Manager: Andrea Aranador
Chief Creative Officer/Executive Creative Director: Dominic Stallard
Illustrator: Michael Sieben
Account Supervisor: Ranjit Jathanna
Art Director: Dominic Stallard
Art Buyer: Jacqueline Wong
Planner: Jonathan Nienaber
Art Director: Eranga Tennekoon
Typographer: Eranga Tennekoon
Account Manager: Khatkhanang Chavalitsakulchai
Creative Director/Copywriter: Lisa Glasgow
Typographer: Michael Sieben
Regional President: Rupen Desai
Account Supervisor: Srija Chatterjee

Client Brief Or Objective
To promote the DIG philosophy that Dirt is Good, we were briefed to create a campaign that highlighted how playing outside with nature is good.

Outcome
The posters were very popular, partly due to the fact they didn't portray the usual, cliched washing powder messages, and they looked completely different to everything else instore.

Implementation
To make the idea really stand out we wanted a visual style that would authenticate this idea of nature not being a bad influence. We found Michael Sieben’s beautiful, yet slightly haunting illustrations, and decided this would lend the right amount of humour and personality to the images. The final images were painted directly onto wooden panels - a feature we wanted to keep, so when it came to the final posters, we screen-printed them onto sustainable wooden boards.

Brief Explanation
To create a campaign that was visually different to all other laundry communication but also different in the way that we portrayed nature. Lots of communication shows nature as ‘naturally good’, so we took a different perspective and showed that nature is naturally NOT bad, and therefore won’t lead children astray. This led us to some very amusing and visually striking images. It also allowed us to talk about some very sensitive issues on Mothers’ minds – the fear that their children could be influenced into ‘bad’ or Illegal activities if they are not occupied with something ‘good’.