Dirt is Glory

As a brand that stands for dirt, Persil couldn’t just support Arsenal FC, but also the Arsenals that play on the dirtiest pitches of amateur football.
OMO Varzenal Cup brought 8 together amateur clubs from Brazil called “Arsenal” to fight for a chance to bring their story to London.

made with a huge team from MullenLowe UK and MullenLowe Brazil

The full livestream of the final between Arsenal Guarulhos and Arsenal Jaçanã played on the Emirates Stadium. Where Gunners’ legends like Ian Wright and Gilberto Silva and tons of football influencers attended, producing independent content and creating buzz on the socials.

The campaign was released on sxsw London, with a special area where guests could experience “Várzea Football” as if they were in Brazil

In partnership with Kondzilla, one of the biggest YT channels in Brazil, the documentary was released.