|Title||DIRT IS EQUALITY|
|Product / Service||BREEZE|
|Category||A05. Use of Original Composition for a Brand or Campaign|
|Entrant||BIG SYNC MUSIC Singapore, SINGAPORE|
|Idea Creation||MULLENLOWE SINGAPORE, SINGAPORE|
|Production||BIG SYNC MUSIC Singapore, SINGAPORE|
|Production 2||RAPID FILMS Sydney, AUSTRALIA|
|Production 3||HECKLER Sydney, AUSTRALIA|
|Production 4||RUMBLE STUDIOS Sydney, AUSTRALIA|
|John Michael Green||Rumble Studios||Composer|
|Angel Lee||Big Sync Music||Country Manager|
|Jonathan Nyquist||Rapid Films||Director|
|Lisa Hart||Big Sync Music||Music Supervisor|
|Alex Tizzard||Rapid Films||Producer|
|James Pool||MullenLowe Singapore||Global Category Director|
|Alex Okada||MullenLowe Singapore||Global Creative Director DIG|
|Erick Rosa||MullenLowe Singapore||Executive Creative Director|
|Lisa Glasgow||MullenLowe Singapore||Creative Director|
|Srija Chatterjee||MullenLowe Singapore||Global Business Director|
|Jonathan Gerard||MullenLowe Singapore||Head of TV Production|
|Shaifali Dayal||MullenLowe Singapore||Associate Regional Business Director|
|Loh Seow Khian||MullenLowe Singapore||Senior Art Director|
|Viraj Swaroop||MullenLowe Singapore||Senior Copy Writer|
|Kat Chavalitsakulchai||MullenLowe Singapore||Associate Regional Account Director|
|Hafiz Aliff||MullenLowe Singapore||Senior Account Executive|
There are words written along the length of the football pitch - words used to describe races and ethnicities and differences, common labels such as 'girlie' 'disabled' er 'immigrant'. As the kids enter the field with each step, kick or tackle the words on the pitch are destroyed until you can no longer tell the two teams apart, or who is who, because they are all covered by mud and coloured chalk. The prejudice on the pitch is gone and the words are all erased.
The composer was briefed with less than a month to produce the right sound and did a superb job.
The film was featured in several news sites including Mumbrella Asia although the link cannot be provided as it lists creative credits. No other results are available at the time of entry.
This is an online video campaign from Unilever detergent brand Breeze (called Omo, Persil or Dig in other territories) that celebrates dirt as a way to erase differences such as colour, race or gender. It is intended primarily for a Singapore target audience. In a 60-second film, shot in Sydney, kids play a game of football with their differences coloured into the pitch with dye. A short film with a big message delivered by kids - the bespoke music gives the colourful action scenes an urban, edgy vibe that builds and ends by truly lifting the spirits.
To support the beautifully shot scenes, the entrant company worked closely with composer, John Michael Green, who delivers an original sounding score entitled 'Be Strong' that hits all the visual cues perfectly and the right level of emotions to a target audience of mums and carers.