Dirt Is Glory OMO
Unilever × Arsenal FC
Unilever × Arsenal FC
The world's purest football isn't born on pristine European pitches. It's born in dust, sweat, and grit.
In Brazil's várzea, the vast grassroots football culture on the outskirts of São Paulo, we found something hiding in plain sight: dozens of amateur teams had independently named themselves Arsenal. Not as copies. As reinterpretations. Communities making the club their own, without permission, without budget, without anyone noticing.
So instead of only placing OMO inside Arsenal's world, we asked a different question: what happens when the club finally sees the people who carried its name in the dirt?
We brought eight of those teams together for the OMO Varzenal Cup. A real tournament. Real stakes. Legends like Gilberto Silva and Ian Wright came to the sidelines. Not of the Emirates, but of raw dirt pitches.
The entire journey was captured in a long-form YouTube docuseries with KondZilla, the largest channel in Brazil. The winning team flew to London and played at the Emirates Stadium.
The results: 111M+ views. 130M+ earned reach. Completion rates 293% above benchmark. And 92% of viewers said OMO felt culturally relevant, with the strongest gains among Gen Z.
Glory isn't clean. It never was.
Role: CCO, Creative, Photography, Film Editing Director
Role: CCO, Creative, Photography, Film Editing Director
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