Encouraging kids to play dirty

Screen time for kids is a growing topic of conversation and also concern in many countries, with studies backing up that it's not good for childhood development.

One brand is helping to incent and excite kids to go outside and get dirty (because then it can clean your clothes). Laundry detergent brand OMO (also known as Persil in some countries) created a book for kids that only revealed its content when rubbed with dirt. It's a great campaign, but interesting in that it creates more work for the core consumer its targeting, which could be seen as negative, in the hopes that the higher-level meaning and values resonate with them in a positive way.

See a video about the campaign here.