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

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.