2019 Winners & Shortlists

LAUNDRY SHOCK

Short List
BrandUNILEVER LEBANON
Product/ServiceOMO
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategorySmall Scale Special Solutions
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Production MAGNET CONNECT Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

A REGION RULED BY HISTORICAL BRANDS Since its launch in the Middle East region OMO has always been behind, competing with well-established and historical brands approved by moms and their moms’ moms. OMO kept launching new innovations but the brand never really found its rightful place in the laundry rooms across the region. OMO, A BRAND FOR MESSY KIDS While the brand OMO reached international fame for their clever line statement “dirt is good”, the claim never resonated with the millennials of this region. The picky millennial tribe believing that the brand was solely targeting moms and their adventurous kids while they were looking to be taken seriously with a message tailored for them and their lifestyle.

Write a short summary of what happens in the ambient or digital execution or campaign.

The OMO Shock campaign was a breath of fresh air in the saturated laundry detergent category. We didn’t beg for our audience’s attention through giant billboards, we met them at home and conveyed our core message by turning something simple into a new channel - the delivery plastic cover of their beloved dry-cleaning company. With zero budget we surprised them on their doorsteps. We created an engaging guerrilla stunt with fun “stain” stickers added to their regular dry-cleaning delivery plastic cover. Ultimately making them smile and fall in love with the OMO brand.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Manuel Borde TBWA\RAAD Executive Creative Director
Sandeep Fernandes TBWA\RAAD Creative Director
Mahesh Powar TBWA\RAAD Senior Art Director
Diana Georges TBWA\RAAD Lebanon Account Director
Natalia Abboud TBWA\RAAD Lebanon Managing Director
Romy Abdelnour TBWA\RAAD Corporate Communications Director
Hazem Atieh / Ezzat Habra TBWA\RAAD Creative Services Managers
Remie Abdo TBWA\RAAD Head of Planning
Maxime Menant TBWA\RAAD Senior Strategic Planner
Rouba Asmar TBWA\RAAD Head of Production
Sagar Mirchandani Rama International Limited Managing Director
Mickdad Bhojani Rama International Limited Project manager
Durrain Fatima Rama International Limited Chemical composition analyst
Ankit Bhatia Rama International Limited Print technical specialist
Zohaib Hussain Rama International Limited Production unit supervisor
Saad Khan Rama International Limited Production unit director
Marwan Elhussein Rama International Limited Technical lead
Christopher Ghorayeb TBWA\RAAD Senior Art Director