GREMBIULI SPORCHI
“GREMBIULI SPORCHI”
OMO / PERSIL
2024
For D&AD’s 2024 New Blood brief for Omo, the aim was to launch the brand’s new motto, “Play on”.
Shifting the focus away from the classic dirt stains on sports jerseys while still maintaining the brand’s essence, we went back to where it all begins : mothers.
Presenting, “Grembiuli Sporchi”.
The campaign that thanks mothers’ support through none other than their dirty aprons.
We launched the campaign in Naples, Italy. Hijacking the city’s home football game, we swapped players’ jerseys with dirty aprons. Next, we went to the streets, placing dirty aprons everywhere as an homage to mothers nationwide.
We created new Omo aprons, encouraging mothers and children everywhere to continue getting down and dirty.
Thanking them for their support, we brought Italian mothers’ dirty aprons into the spotlight, giving thanks to the support that always fuels us to go on, and play on.
Mammas.
They get dirty, so we can play.
