New Blood Entry — Dirt of the Champions
Award: Yellow Pencil
Dirt is Good / 2024
In soccer, among the fans and team anthems, there is one constant: the stains. These marks symbolize the victories on the white jersey of Europe's most successful team, Real Madrid. Each stain is a badge of honor that shows the team's pride in every match. That's why Dirt is Good, the detergent brand, now aims not to wash away these stains, but to celebrate them. We have meticulously examined every mark of victory since the club's inception, transforming them into our new uniform for the Clásico, the biggest game in world soccer.
What did the judges have to say?
This entry was a great idea, well executed. It felt like a campaign that any client would be happy to roll-out and the attention to detail was remarkable.
Nkgabiseng Motau, Co-Founder / CCO, Think Creative
Dirt of the Champions was the most mature piece of work that we saw. There were many ideas that played with glorifying sporting stains, but this one made it about cumulative stains, glory in everything, and it was simply well thought through, confident, and crafted beautifully.
Nikki Golez, Creative Director, Propel Manila
Dirt is Good Yellow Pencil Winners did justice to D&AD’s creative benchmarking principle: Imagined Brilliantly, Executed Beautifully. It captured the spirit of Play On and Dirt Is Good, and delivered fabulously even on execution. The thinking was fresh, the assets were done sharply. Ridiculously convincing work, the next generation is onto something beautiful.
Pooja Manek, Creative and Founding Member, Talented Agency
The yellow pencil was awarded to a piece of work that looked like it didn't belong in the students category. The thinking behind it, the way it was set up, the craft in the execution, everything was perfectly thought through and beautifully brought to life.
Saulo Rocha, Chief Creative Officer, DAVID Madrid
Taken from recording - 'This entry really taps into fandom and uses it to create a movement. We have an idea that will resonate with fans and make them want to get involved. Alongside that, the brand is really part of the idea and part of the product. This is something that feels ownable to Dirt is Good. A great execution that would create a huge buzz and reach new audienes to make them fall in love with the brand'
Rachel Greene, Global Marketing Manager, Dirt is Good
Great idea with a great insight and a great execution
Ifeanyi Dibia, Creative, elbkind GmbH