Lowe/New York's celebration of dirt for Unilever's Wisk detergent has jumped from the streets to the internet with a new series of online ads created by Draft Digital. Like the print ads, the banners and interstitials present a big jar of dirt while lauding the virtues of getting dirty, a setup for the tagline: "Go Ahead. Get Dirty." As Lowe executive creative director Dean Hacohen explains, the idea of "promoting dirt as a commodity has added a layer of fun to the rational strategy," and -- for a campaign that started out as an outdoor effort and doesn't use television -- it has created a pretty big buzz. "It's the first big package goods campaign like it, and it's getting more feedback than any Wisk campaign has gotten in years and years."
The online campaign adds interactive elements to the facts about dirt presented in the print campaign -- e.g. "On average, Americans spend over 90% of their lives indoors." -- and drives users to Wisk's website, AmericaNeedsDirt.com.