Encouraging Kids to Play Outdoors, This Book Can Only Be Read After You Smear Dirt on It

Laundry brand wants children off screens and back in nature


Imagine a book that’s filled with blank white pages—until smearing soil across them reveals a heartwarming children’s story, hidden in the negative space.

Unilever laundry detergent brand Omo (sold in other countries as Persil) and Ogilvy South Africa made just that, as a delightful addition to the marketer’s long-running “Dirt is Good” campaign.

The idea? To get kids away from tablets or other screens, and back to playing outside—prompting them to literally get their hands dirty.

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