Omo Film Set Them Free by MullenLowe London

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Set Them Free

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Industry Washing powders & Detergents
Media Film
Market United Kingdom
Agency MullenLowe London
Executive Creative Director Richard Denney, Dave Henderson
Art Director Miguel Gonzalez
Copywriter Theo Bayani
Production Outsider
Director Jorn Threlfall
Service Agency MPC
Released May 2012


Cannes Lions 2012
Film Lions Household: Cleaning Products Bronze

Credits & Description

Type of entry: Product & Service
Category: Household: Cleaning Products
Advertiser: UNILEVER
Product/Service: OMO
Advertiser/Client: UNILEVER
Entrant: DLKW Lowe, London
Omo - "Set Them Free"
Client Account Director: Kaathik Subramani
Agency Account Director: Rupen Desai
Agency: DLKW Lowe, London
Executive Creative Directors: Dave Henderson/ Richard Denney
Copywriter: Theo Bayani
Art Director: Miguel Gonzalez
Agency Producer: Abigail Tarrant
Production Company: Outsider, London
Director: Jorn Threlfall
Producer: Tex Travi
Director of Photography: Justin Brown
Post-Production Company: MPC, London
Editor: Nic Lowicz
Sound Design Company: The Jungle Studios, London
Audio Engineer: Matt Brace
Music Production Company: Tuna Music, London
Music Arrangers: Phildel/Hoi Yee Ng
Music Composers: Phildel/Hoi Yee Ng
Music Lyricists: Phildel/Hoi Yee Ng
Music Performed By: Phildel
Song Title: Upside Down
Brief Explanation
In this brand film, Omo plays the role of the enabler, giving new meaning to its classic ‘Dirt is Good’ mantra by reminding parents that the act of letting go is crucial to a child’s development.
We watch as one by one, a wide-eyed little girl releases her beloved pets into the wild where these animals rightfully belong. Upon seeing this act of compassion beyond her daughter’s years, a mother learns a valuable lesson - if you truly love something, you set it free.
And so, mum takes her daughter to a vast open space where she too sets her daughter free. What follows are carefree scenes of the young girl playing and tumbling around in the muddy ground as mum watches on without worry or uncertainty.