ARCHAEOLOGIST by Lowe Singapore for Omo

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ARCHAEOLOGIST

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Industry Washing powders & Detergents
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Singapore
Agency Lowe Singapore
Art Director Karen Vermeulen
Copywriter Natalie Rose
Producer Jasmine Tan
Photographer Sebastian Siah Of Shooting Gallery Asia
Released June 2012

Awards

One Show 2013
One Show Design Collateral Design / Point of Purchase and In-Store - Series Merit
One Show Out Of Home / Billboards - Campaign Merit

Credits & Description

Category: Illustration
Advertiser: UNILEVER
Product/Service: OMO WASHING DETERGENT
Agency: LOWE SINGAPORE
Chief Creative Officer/Executive Creative Director: Dominic Stallard/Kirk Gainsford
Copywriter: Natalie Rose
Art Director: Karen Vermeulen
Photographer: Sebastian Siah (Shooting Gallery)
Producer: Jasmine Tan
Account Manager: Satish Ramanathan/Andrea Aranador
Planner: Ranjit Jathanna
: Andrew Ho
: Tan Joo Heng (Sandworkz)
: Michael Kan/Raymond Goh (Shooting Gallery)
Media placement: Press & Poster - Newspapers & Supermarkets - 20 APRIL 2012

Describe the brief from the client
The brief from the client was to bring to life Omo's global strategy of 'Dirt is good', which encourages kids to interact with dirt and the outdoors to learn skills, preparing them for life.

Describe the challenges and key objectives
The ads had to work in more than one market and in different formats - press, poster, POS etc., so had to be aesthetic, easy to understand, and not reliant on copy, or cultural nuances.

Describe how you arrived at the final design
We wanted to practice what we preach by making a set of ads through getting our hands (and clothes dirty), to create something we were proud of, rather than relying on PhotoShop or Illustrator.

Give some indication of how successful the outcome was in the market
The ads have gone down so well that our clients have asked us to implement the same idea as activation in malls in Vietnam/Singapore. Additionally we are in the middle of editing the entire 4-day production, shot in time-lapse, which will then be used as an online video and possibly TVC.