Kids can only read Omo's innovative story book when it's smeared with dirt

'The Tale of Spots and Stripes' is being distributed to schools in South Africa

Published On
Jul 25, 2018

Editor's Pick

Unilever detergent brand Omo (known as Persil in other markets) has created what it's calling the world's first "dirt-activated" story book for kids, as part of its ongoing "Dirt is Good" campaign.

In a bid to get kids outside playing and away from technology, the brand created a book whose pages only come to life when smeared with dirt, thanks to a special ink formula from printing specialists Colourtone Aries. Agency Ogilvy South Africa worked with artist Karabo Poppy to create the story, "The Tale of Spots and Stripes." It's a fable about unity, in which a leopard cub and a tiger cub roll around in the mud and then look the same.

Omo is distributing copies of the book to various South African schools. It's also talking to the country's Department of Education about getting it into the national curriculum.


Jul 25, 2018
Agency :
Ogilvy - South Africa/Africa
Client Service :
Gemma Thompson
Client Service :
Kirsten Gerber
Client Service :
Yusuf Khalil
Client Representative :
Rajesh Sethuraman
Client Representative :
Alaap Sharma
Client Representative :
Kerry Alicks
Client Representative :
Henry Muchauraya
Printing :
Colourtone Aries
Sound & Audio :
Chris Querido
Sound & Audio :
PR :
Lameez Mohd
Illustrator :
Karabo Poppy
Producer :
Hennie Van Halen
Director :
Duvan Durand
Production Company :
The Institute
Strategy :
Tlali T. Taoana
Strategy :
Claire Brashay
Agency Producer :
Katlego Mahlatsi
Project Manager :
Cacia du Plessis
Project Manager :
Julie Brown
Project Manager :
Jen Searle
Junior Art Director :
Maliya Muhande
Designer/Senior Art Director :
Karen Vermeulen
Associate Creative Director/Art Director :
Riaan van Wyk
Creative Director/Art Director :
Ryan Barkhuizen
Creative Director/Copywriter :
Alex Goldberg
Creative Director :
Mike Martin
Associate Executive Creative Director :
Nicholas Wittenberg
Executive Creative Director :
Dede Laurentino
Executive Creative Director :
Tseliso Rangaka
Chief Creative Officer :
Pete Case
Brand :
Omo Detergent
Agency :
Ogilvy-South Africa

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