Stains Make Stories in OMO's Nod to the Oscars

Every stain has a history and a memory, marking memorable moments in our lives. In different eras and styles, stains repeatedly appear as visual elements that mark decisive moments in narratives. In cinema, these visual marks contribute to the creation of memorable characters, whether protagonists truly immerse themselves in their stories or experience their conflicts intensely. In both cinema and life, stains stand as proof of this journey.

Therefore, during the weekend when global cinema is at the forefront of conversations and celebrates the best productions and characters, OMO/Persil transforms a recurring visual detail of cinema into a powerful cultural territory for the brand.

Signed by Lola\TBWA Brazil, in partnership with TBWA's global collective, the brand launches a cultural action that highlights the iconic stains from all the films nominated for the Best Picture award this year. Be it blood, sweat, dirt, or physical wear, they appear at decisive moments in the narratives and help reveal the intensity of the characters' journeys, reinforcing the brand’s global concept that 'dirt is good.'

"For over 20 years, OMO has been saying that 'getting dirty is good,' and we truly believe in that, in stains as marks of a life well-lived and memorable stories. This campaign connects with cinema for the same reasons, as stories told on the big screen always feature stains to emphasise narratives and are key points of award-winning stories. Getting dirty is also part of cinema", says the marketing director of Unilever Home Care.

The campaign includes a film and will be digitally amplified with content creators, critics, and opinion leaders from the entertainment, cinema, and celebrity spheres, inviting the public to revisit memorable movie scenes from this new perspective.

“While dresses, clothes, jewellery, and luxury brands are at the forefront of “red carpets” at awards around the world, we brought a laundry detergent brand into the conversation in an openly disruptive manner. The idea breaks away from the traditional territory of such events by inserting a detergent brand into a conversation typically dominated by symbols of luxury and glamour. A simple, culturally powerful, and deeply disruptive idea—placing a laundry detergent brand at the centre of the most glamorous conversation in the world of entertainment,” concludes Leo Macias, CCO of Lola\TBWA.