ERASE DIFFERENCES

TitleERASE DIFFERENCES
BrandUNILEVER (OMO)
Product / ServiceOMO WASHING DETERGENT
CategoryB01. Fast Moving Consumer Goods
EntrantMULLENLOWE SINGAPORE, SINGAPORE
Idea Creation MULLENLOWE SINGAPORE, SINGAPORE
Production RAPID FILMS Sydney, AUSTRALIA

Credits

Name Company Position
Erick Rosa MullenLowe Singapore Executive Creative Director
Khatkhanang Chavalitsakulchai MullenLowe Singapore Associate Regional Account Director
Jonathan Gerard MullenLowe Singapore Head of Television
Viraj Swaroop L K MullenLowe Singapore Senior Copywriter
Loh Seow Khian MullenLowe Singapore Senior Art Director
Srija Chatterjee MullenLowe Singapore Global Business Director
Hafiz Aliff MullenLowe Singapore Senior Account Executive
Jonathan Nyquist Rapid Films Director
Alex Tizzard Rapid Films Producer
Rumble Rumble Studios Music Artist

Brief Explanation

Open on a youth football team marching out onto a pitch. We notice one of the players is a differently-abled child. He’s flanked by boys and girls from different backgrounds - races, cultures and even religions. They enter a pitch that has larger-than-life words stencilled on the grass. The words are labels betraying prejudice. The kids take up positions on the labels that describe them. There’s an air of confrontation with no camaraderie between them. The game kicks off and the kids play hard but fair. Soon, we sense the kids are actually playing to defy their labels and prove them wrong. As the children play on the labels are erased. The game assumes a different meaning. Covered in mud and chalk, we can hardly tell the difference between each one. As they celebrate, supers come on Dirt helps us learn to embrace our differences. Dirt is good Breeze

Links

Video URL