Spec work // D&AD //

Spec work // D&AD //

D&AD New Blood Awards

In 2023 I created a campaign in response to the OMO/Persil brief from the D&AD New Blood Awards. The challenge was to use creative copy to bring the Dirt is Good message to young adults who deserve to dream and dare.

In this campaign I focused on the lives of those living with Cerebral Palsy. This condition affects fine motor skills, so many who live with CP can find life a little messy. But that doesn't mean life can't embrace mess.

The campaign is imagined with influencer, entertainer, and podcast host, Zach Anner, who is renowned for shining a spotlight on life with CP and with disability.

Storyboard

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Social

The ad is accompanied by social content on the brand’s Instagram, Facebook, and TikTok. It is an interview with Zach Anner himself, getting his perspective on the storyline of the ad, drawing parallels with his own life, and having him weigh in on the importance of visibility.

The Interview

The interview with Anner is delivered in a familiar and warm manner, where his responses serve as testimony to OMO’s product and overall ethos.

  1. For those who aren’t familiar, maybe give us the elevator pitch on ‘Zach Anner’.

  2. What do you get up to when you’re not online, or even on set?

  3. You seem like you’re quite an active guy. Did you get down in the dirt as a kid? Many team sports?

  4. We kind of lose that intrigue with getting ourselves dirty as we grow up. What would you say to the people - the grown ups - who are too afraid to get dirty, too afraid to, say, step in or roll through that puddle and make a splash?

  5. Changing pace a little bit - while accessibility for people with wheelchairs is certainly improving, what’s something you would like to see from brands like OMO to support these efforts?

  6. It’s really important to OMO that the brand is involved in the conversation around visibility, and representation. You’re a great ambassador for that, but how can we help to further that conversation?