Credits & Description:
Product/Service: OMO WASHING DETERGENT
Agency: LOWE SINGAPORE
Chief Creative Officer/Executive Creative Director: Dominic Stallard/Kirk Gainsford
Copywriter: Natalie Rose
Art Director: Karen Vermeulen
Photographer: Sebastian Siah (Shooting Gallery)
Producer: Jasmine Tan
Account Manager: Satish Ramanathan/Andrea Aranador
Planner: Ranjit Jathanna
: Andrew Ho
: Tan Joo Heng (Sandworkz)
: Michael Kan/Raymond Goh (Shooting Gallery)
Media placement: Press & Poster - Newspapers & Supermarkets - 20 APRIL 2012
Describe the brief from the client
The brief from the client was to bring to life Omo's global strategy of 'Dirt is good', which encourages kids to interact with dirt and the outdoors to learn skills, preparing them for life.
Describe the challenges and key objectives
The ads had to work in more than one market and in different formats - press, poster, POS etc., so had to be aesthetic, easy to understand, and not reliant on copy, or cultural nuances.
Describe how you arrived at the final design
We wanted to practice what we preach by making a set of ads through getting our hands (and clothes dirty), to create something we were proud of, rather than relying on PhotoShop or Illustrator.
Give some indication of how successful the outcome was in the market
The ads have gone down so well that our clients have asked us to implement the same idea as activation in malls in Vietnam/Singapore. Additionally we are in the middle of editing the entire 4-day production, shot in time-lapse, which will then be used as an online video and possibly TVC.
The Print Ad titled ASTRONAUT was done by Lowe Singapore advertising agency for product: Omo Washing Detergent (brand: Omo) in Singapore. It was released in the Jun 2012.