WORK FOR GOOD CUT - ALTERNATIVE
SINGLE (2025)
WORK FOR GOOD CUT - ALTERNATIVE (SINGLE)
JPG
MP4
2m:09s
The Art Of Stains - OMO (Dirt is Good)
OMO
Shortlist
| Title: | The Art Of Stains |
|---|---|
| Brand: | OMO (Dirt is Good) |
| Product/Service: | OMO |
| Client: | Unilever |
| Agency: | MullenLowe MENA |
| Production Company: | Milkshake Media FZ LLC |
| Creative Director: | Prerna Mehra |
| Release Date: | 2025-02-26 |
| Duration: | 02:09 |
| Individual Credits: | Mounir Harfouche - Chief Executive Officer - Mullenlowe Mena |
| Individual Credits: | Paul Banham - Chief Creative Officer - MullenLowe MENA |
| Individual Credits: | Prerna Mehra - Executive Creative Director - MullenLowe MENA |
| Individual Credits: | Elena Soloveva - Senior Copywriter - MullenLowe MENA |
| Individual Credits: | Timur Abdiusheev - Senior Art Director - MullenLowe MENA |
| Individual Credits: | Mohamed Elhado - Arabic Copywriter - MullenLowe MENA |
| Individual Credits: | May Al Jafar - Bilingual Copywriter - MullenLowe MENA |
| Individual Credits: | Walaa Haidar - Senior Arabic Copywriter - MullenLowe MENA |
| Individual Credits: | Fatima Alsuwaidi - Junior Art Director - MullenLowe MENA |
| Individual Credits: | Hamdan Ali - Cinematographer - MullenLowe MENA |
| Individual Credits: | Pravesh Pandey - Senior VFX Motion Graphic Artist - MullenLowe MENA |
| Individual Credits: | Tala Charara - Junior Art Director - MullenLowe MENA |
| Individual Credits: | Damayanti Purkayastha - Head of Strategy - MullenLowe MENA |
| Individual Credits: | Cameo Smiljanic - Senior Account Director - MullenLowe MENA |
| Individual Credits: | Eduardo 'Duda' Salles - Global Creative Director - MullenLowe Global |
| Individual Credits: | Will Dixon - Global Category Director - MullenLowe Global |
| Individual Credits: | Ross Marshall - Global Brand Director - MullenLowe Global |
| Individual Credits: | Rachael Stets - Global Planning Director - MullenLowe Global |
| Individual Credits: | Sanaya Mohammed Talha - Illustrator and Henna Artist - Freelancer |
| Individual Credits: | Roksar Kamal - PR Manager - MCN |
| Notes for Judging: | The Cultural Silence: In Saudi Arabia, 72% of women believe periods shouldn’t be talked about, leaving 90% unequipped to deal with period stains - a problem rarely addressed, and never openly discussed. Menstrual care education was nearly non-existent. So how do you talk about a product when the topic itself is taboo? The Unexpected Insight: In Saudi Arabia, Henna is more than just an art form, it's a storytelling tradition passed down for generations and a trusted part of Saudi culture, And henna salons are sacred, trusted spaces where women feel safe sharing what they can’t say elsewhere - creating a rare opportunity to pass on essential period knowledge in a respectful, culturally accepted setting. It became the perfect platform to quietly break the silence. The Creative Solution: We transformed tradition into Education. Turning the art of henna into a discreet educational tool by embedding period care education and stain removal tips into intricate, hand-drawn henna designs. Local henna artists became discreet knowledge-bearers, and women’s hands turned into canvases of education. The Silent Spread: These designs stayed on hands for days, enabling women to organically share knowledge, woman to woman - without breaking cultural norms. The campaign extended beyond salons with downloadable henna guidebooks and temporary tattoos, allowing the message to live on - respectfully, accessibly, and in full cultural alignment. The Quiet Impact: This deeply local and respectful solution reached millions, passed from hand to hand - turning tradition into a platform for education. It grew sales and market share and led to a historic partnership with the Ministry of Education, bringing period care into classrooms for the first time. |
| Additional Credits: | Lara De Souza - Senior Manager, Creative Excellence - MCN Sinead O'Connor - Senior Director, Client Experience Current Global - Current Global MENAT May Hajouj - Senior Associate, Integrated Media - Current Global MENAT Aastha Chaurasia - Associate, Integrated Media - Current Global MENAT Tati Lindenberg - Chief Brand Officer of Dirt Is Good and Head of Unilever Fabric Cleaning - Unilever Daniela Olivero – Global Marketing Director - Unilever Ritika Jalota – Dirt Is Good Global Marketing Manager - Unilever Sophie VanDieren – Global Assistant Marketing Manager - Unilever Sarah Qazi – Arabia Business Lead, Homecare - Unilever Aisha Kandil – Arabia Fabric Clean Marketing Manager - Unilever Dania Bdeir – Director - Milkshake Media Dev Vaswani – Executive Producer - Milkshake Media Mayssa Sawma – Senior Producer - Milkshake Media Kimaya Parikhb - Producer - Milkshake Media Elias Trad – DOP - Milkshake Media Sabrina Raynas – Photographer - Milkshake Media Brence Dsa - Executive Producer - Indi Studios Jay Gala – Senior Account Director - Indi Studios Moheb Iskander: Music Supervisor or Music Producer - Sounds Great Studios Ghaith Alhor: Sound Engineer - Sounds Great Studios |