Winning Gold at The Drum Awards for Advertising for Photography is Unilever’s Persil and Lola MullenLowe recreated iconic sporting moments for a campaign called ‘Guess Who Won’. Here is the award-winning case study.
The ‘Dirt Is Good’ concept has been proving for years that getting dirty always pays off. On the platform’s 20th anniversary, the brand wanted to create a campaign that would be relevant and meaningful to young people.
The brief: Use the sports territory to demonstrate that getting dirty pays off, encouraging youngsters to give their all in their daily lives.
Objective: Develop a relevant and inspiring campaign targeted at young athletes.
Creative approach
The entire idea behind the ‘Guess Who Won’ campaign revolves around inspiring the next generation to go outside and get dirty, through the theme of sport. Therefore, adopting an OOH-first media strategy was essential. We strategically placed our ads where children were actively engaged in the sports featured …