Open on a youth football team marching out onto a pitch.

We notice one of the players is a differently-abled child. He’s flanked by boys and girls from different backgrounds - races, cultures and even religions. There’s an air of confrontation with no camaraderie between them.

They enter a pitch that has larger-than-life words stencilled on the grass. The words are labels betraying prejudice. The kids take up positions on the labels that describe them.

The game kicks off and the kids play hard but fair. Soon, we sense the kids are actually playing to defy their labels and prove them wrong.

As the children play on the labels are erased. The game assumes a different meaning. Covered in mud and chalk, we can hardly tell the difference between each one.

As they celebrate, supers come on

Dirt helps us learnt to embrace our differences.

Dirt is good

Breeze

Singapore ranks highest globally for smartphone penetration. So, we launched a mobile first campaign.

The online film was launched in January 2016 on facebook and youtube.

Our facebook campaign ran for 4 weeks.

We reached 59.8% of the mobile phone users in Singapore.

With a media spend of just USD 33,000 we achieved a cost per view of USD 0.02

The film has recently gone online in the United Kingdom. Soon, Omo Australia and South Africa will be airing the commercial.