| Title | OMO DIRT FOR GOOD |
| Brand | UNILEVER |
| Product / Service | OMO |
| Category | C07. Corporate Purpose & Social Responsibility |
| Entrant | MINDSHARE CHINA Shanghai, CHINA |
| Idea Creation | MINDSHARE CHINA Shanghai, CHINA |
| Idea Creation 2 | TIANYUKONG Beijing, CHINA |
| Media Placement | MINDSHARE CHINA Shanghai, CHINA |
| PR | TIANYUKONG Beijing, CHINA |
| Production | TIANYUKONG Beijing, CHINA |
| Post Production | TIANYUKONG Beijing, CHINA |
| Additional Company | UNITE CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Cerine Fang | Unilever China | Category Lead |
| Derek Wang | Unilever | Brand Manager |
| Violaine Wang | Unilever | Brand Specialist |
| Jacque He | Unite China | Team Lead |
| Linda Zhao | Unite China | Account Lead |
| Billy Deng | Tainyukong | Creative |
| John Dawson | Unite China | Case Study |
| Nicholas Short | Mindshare China | Case Study |
| Queenie Chen | Unite China | Planning |
| Donna Chi | Unite China | Campaign |
| Yan Chung | Tianyukong | Creative |
| Elaine Huang | Unite China | Planning |
| Annie Chen | Unite China | Case Study |
| Stacy Yuan | Mindshare China | Case Study |
OMO shifted the articulation of its brand purpose to Dirt for Good. With this purpose, the brand’s role focused on supporting those who get dirty doing good for people and the planet. This is because, in China, - especially post pandemic, dirt is a sign of heroism: the police, the fireman, the nurses and everyday heroes. We wanted to shift attention onto these ‘Protectors’ – the ones who help those around them, and have the marks to show for it. OMO’s Clean Future business strategy set a holistic plan to act more sustainably across the entire product cycle. This was led by a €1 billion, ten-year investment to replace ingredients derived from fossil fuels in their laundry product formulations with ingredients from renewable or recycled sources by 2030.