OMO’s Gallery of Stains brings out the creative side of dirt
JOBURG – OMO turns dirt into art in its recent campaign.
Laundry detergent, OMO, is a brand famous for its fun, adventurous and colourful adverts – ones that have won the hearts of countless South Africans while encouraging children to grow while playing with dirt.
“We encourage getting dirty and playing as a way to not only learn and develop, but bond – for everyone at home,” said Thabani Mpanza, OMO’s brand building manager.
Through its child-centred campaigns, OMO turns something as dull and tedious as dirt into an exciting growing experience for children.
“The need to play is so important in the development of our children and is a way for parents and adults to stimulate their creativity,” Mpanza said.
In a new and innovative campaign, OMO turns dirt into art and has partnered with famous parents such as Thapelo Mokoena, Vuyo Dabula, Dawn King, and Rami Chuene in the ‘Gallery of Stains’ to show the creative side of dirt.
Introduced across malls in SA, the Gallery of Stains is a life-size playpen where children and their parents can take a break from shopping and enjoy the pleasure of playing, colouring and making their own T-shirts while learning how to unlock stains.
“The campaign is about embracing dirt as a mark of a life fully lived and with that not worrying about the mess after play because OMO will take care of that for you,” said Mpanza.
Encouraging a modern approach to parenting, Mpanza said the brand prides itself on championing children’s growth through laughing and enjoying themselves in something that seems trivial to many.
“The freedom of being able to be a child is one that must be cherished,” Mpanza said.
Watch parents and children turn dirt into art below:
