“Dirt is good” is the message of OMO, Unilever’s laundry detergent brand. The slogan celebrates childhood play, learning through experience, and the idea that dirt is a positive part of life, regardless of age—a sentiment that naturally encourages families to choose good old OMO for their laundry.
The campaign, developed by MullenLowe SSP3 (Bogotá) and MullenLowe UK (London), was photographed by Martin Köhler. His studio was responsible for the campaign’s production, overseeing the photographic execution according to the creative brief.
Martin Köhler is an Argentinian photographer and director who primarily works in advertising and commercial photography. He lives in Buenos Aires and has contributed to major campaigns for consumer goods brands and creative clients worldwide.
“Dirt Is Good” is a long-standing global brand platform by Unilever - used for laundry detergent brands such as OMO (as it's known in many countries), Persil, Surf Excel, Skip, Rinso, and others - that aims to fundamentally change parents' perceptions of dirt and play. Instead of viewing stains as something negative to be avoided, the campaign celebrates getting dirty as a natural and healthy part of childhood and life.
As a result, “Dirt Is Good” has expanded to include activities, partnerships, and programs that support outdoor learning and play - for example, through events like 'Outdoor Classroom Day' and interactive play installations in cities to encourage children to get outside.
Martin Köhler is represented by the agency Andrea Heberger.
