2019 Winners & Shortlists

OMO TAG

Gold Lynx

Demo Film

Presentation Image

Client/BrandUNILEVER LEBANON
Product/ServiceOMO
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
Type of EntryAmbient
CategoryDisplays
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Production MAGNET CONNECT Dubai, UNITED ARAB EMIRATES
Production 2 RAMA INTERNATIONAL LIMITED Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

OMO laundry detergent, was behind on a key brand attribute: stain removal (1). The media pockets of competition bullied it out of this space. Our audience, young mothers in the Middle East, became a strong workforce yet kept their traditional gender roles. Hence, had more responsibilities at hand and less time for experimentation (2). They stuck to their preferred choices - OMO competition of course (3). Skeptical, no claim could change their mind (4). Demos? mothers grew immune to clichéd before-and-after demos - where worn-out rags go into a soap bucket and come out blindingly white (5). Sampling? moms hated being interrupted by “annoying” salespeople (especially for detergent), while trying to get out of the busy store with their sanity intact (6). We decided to make it to their washer, discreetly. (1), (3) Nielsen, 2018 (2) Reuters, 2016 (4) EMI, 2015 (5) Marketing Week, 2018 (6) Business Know-How Research, 2016

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

We discreetly surprised moms with an unexpected personal live demo. We moved away from supermarkets, and took our product to people’s clothes, before they even get dirty. We disrupted sampling and created a new medium: the OMO tag. Like the tag you’ll find on all new clothes, but with an all-together different proposition. The tag itself was made out of OMO detergent and 100% water-soluble. Consumers had to simply remove it and stick it inside their washing machines. Enough detergent to wash three garments - knowing moms normally wash the very dirty sports garments separately. To reassert OMO's 'Dirt is good' claim advocating for an active lifestyle, we partnered with Lebanon’s biggest sports shops - Sports 4ever. Placed the tags on the types of clothes that get dirtiest - sports jerseys. This enabled moms to personally test the detergent and witness the superiority of OMO stain-removing power.

Credits

Name Company Position
Walid Kanaan TBWA\RAAD Chief Creative Officer
Manuel Borde TBWA\RAAD Executive Creative Director
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Oswaldo Sa TBWA\RAAD Art Director \ ACD
Pedro Velasquez TBWA\RAAD Art Director
Leonardo Konjedic TBWA\RAAD Copywriter
Tarik Frank TBWA\RAAD Copywriter
Lucas Pimenta TBWA\RAAD Motion Graphics Designer
Natalia Abboud TBWA\RAAd Managing Director
Diana Georges TBWA\RAAD Account Director
Romy Abdelnour TBWA\RAAD Corporate Communications Director
Remie Abdo TBWA\RAAD Head of Planning
Heela Daudzai TBWA\RAAD Strategic Planner
Hazem Atieh / Ezzat Habra TBWA\RAAD Creative Services Managers
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 Production Support
Links
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