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Surf Excel
When Embracing Dirt Became An Act Of Faith

RAN IN: India, Pakistan, UAE

CLIENT
Unilever

AGENCY
MullenLowe Lintas Group *Lead Agency


SUMMARY

It began as a holy crusade undertaken by Surf Excel to build bonds with the Islamic community across Pakistan, India and the UAE (brand called OMO here) during Ramazan. It entailed finding a manifestation of the brands universal Dirt is good platform, which would immerse it in the cultural fabric of the festival. The result was a memorable piece of communication and became Unilevers most viral ad ever. The activation led to a world record in charitable donation. This idea elevated embracing dirt to an act of faith.

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;MOBILE/TABLET;Messaging/Editorial/Content;Other (Mobile/Tablet);PACKAGING;POINT OF CARE (POC);Other (Point of Care);PR;PROFESSIONAL ENGAGEMENT;In-Office;RADIO;Spots (Radio);RETAIL EXPERIENCE;POP;Other (Retail Experience);SOCIAL MEDIA;TV;Interactive TV/Video on Demand;Spots (TV)

Audience: Cultural or Ethnic Group

Type: Business to Consumer

Classification: Multinational

Language: English