New Blood Entry — A Few Washes Away
Award: Yellow Pencil
OMO, Unilever / 2023
The copy-led campaign A Few Washes Away encourages young Brazilian people to embrace dirt highlighting that we are just a few washing cycles away from the things we want the most, while positioning OMO as the brand that has your back while you chase them.
What did the judges have to say?
A Few Washes Away merits a Yellow Pencil due to its powerful yet subtle social commentary. This creative metaphor not only aligned perfectly with the brand’s offering but also encouraged consumers to think beyond the product, positioning OMO as a catalyst for change.
Joseph Dubruque, Creative Director, McCann Paris