The challenge was to convince moms that letting their kids get dirty is good and to create something fresh for the category by injecting the brand's unique insight.

Omo, as a product, is all about cleaning shirts. So why not use the one thing our product is made for to get children interested in the outdoors?

The shirts were well received, especially by moms. Once the kids were outside interacting with the shirts, it became natural for them to start exploring, playing, and getting dirty.