# Play On with Dirt Is Good

OMO has always stood behind one powerful idea: getting dirty is good. This belief was reimagined through the lens of movement, encouraging kids to explore, play, and grow through action. To bring this idea to life, we partnered with OMO to create a bold, city-wide brand experience that transformed everyday spaces into moments of joy. In a world dominated by screens and routines, global teams of Dirt Is Good asked a simple question: What if play could take over the streets? And teamed up with RealMinds and other brilliant partners to test it, and we started getting our hands dirty.

We designed a digital-first journey for the campaign, blending culture, creativity, and technology to turn Elidor’s vision into an immersive experience.

## Dirt Is Good (OMO)

## Purpose-Driven Brand Experience / Content Creation / Production

From a football pitch to a basketball zone to a slide built into an urban backdrop, each activation brought the spirit of play directly into public life. What was once a billboard was now a place to play. Our content strategy combined short-form Reels and static visuals designed for high social engagement, capturing both the excitement of the moment and the deeper brand story behind it. At the end of the campaign period, over 9,600 people interacted with the basketball zone, spending a combined total of more than 322 hours in play. The football area welcomed over 7,200 participants, with 246 hours of joyful movement logged. These numbers reflect more than just activity — they’re proof of a city brought to life through play.

### See More

#### Elidor #WeSaidItsPossible Metaverse Brand Launch

#### Bristol Myers Squibb VR Experience to Anıtkabir

#### Unilever Türkiye’s 100th Year of Republic Celebration

#### Elidor #WeSaidItsPossible Metaverse Brand Launch

Elidor’s (globally known as Sunsilk) ‘I Said It’s Possible’ movement was all about empowering young women to dream big. To amplify this message, Elidor teamed up with Türkiye’s largest retailer, Boyner, and the Community Volunteers Foundation (TOG), creating a unique fashion collection and an NFT exhibition showcasing works by women artists. All proceeds supported TOG’s mission.

#### Bristol Myers Squibb VR Experience to Anıtkabir

In honor of the 100th anniversary of the Turkish Republic, BMS Türkiye and cancer foundation Onkoday came together to create a deeply meaningful initiative, helping cancer patients of all ages virtually visit Anıtkabir, the resting place of Atatürk, through virtual reality. Due to the physical limitations caused by cancer, many of these individuals could not travel to participate in this historic national moment.Together with our partners, we set out to change that.

#### Unilever Türkiye’s 100th Year of Republic Celebration

In honor of the 100th anniversary of the Turkish Republic, BMS Türkiye and cancer foundation Onkoday came together to create a deeply meaningful initiative, helping cancer patients of all ages virtually visit Anıtkabir, the resting place of Atatürk, through virtual reality. Due to the physical limitations caused by cancer, many of these individuals could not travel to participate in this historic national moment. Together with our partners, we set out to change that.