Unilever's 'Dirt Is Good' Campaign Shows That History Rewards Those Who Get Dirty

Unilever’s 'Dirt Is Good,' one of their top brands, continues to inspire kids to go outside, get dirty, and strive to win with a new campaign called ‘Guess Who Won.’ This campaign celebrates the stains from playing sports as marks of resilience, determination, and victory.

Created by LOLA MullenLowe, the campaign recreates famous moments in cricket, football, and tennis to show that winners often get dirtier than their opponents. Highlights include a young tennis star winning her first Grand Slam, the 1996 Intercontinental Cup final between top teams from Europe and America, and the final day of the 2007 Ashes cricket series, which ended in a historic 5-0 whitewash and the last international match of a legendary cricket player. The campaign’s outdoor ads appeared near schools, parks, and sports clubs in the UK (Persil), Brazil (OMO), and India (Surf Excel) to inspire young athletes.

Tati Lindenberg, vice-president of marketing for Dirt Is Good, said, “From muddy football kits to clay-stained tennis outfits, each moment shows the power of getting dirty in the pursuit of greatness. Sports reveal human potential and growth, which is why we highlight these iconic moments.” She added that the campaign celebrates 20 years of 'Dirt Is Good' and introduces the new platform 'Play On' to encourage people to embrace both grime and glory.

Tomás Ostiglia, executive creative director at LOLA MullenLowe, said, “This campaign celebrates important sports moments that prove getting dirty increases your chances of winning. It shows how 'Dirt Is Good' stays relevant with bold content and partnerships, just as it was two decades ago.”