The Challenge
Omo has always believed that stains are part of life. For decades, the brand has built its positioning around the idea that getting dirty is a sign of living fully. However, there is a contrast. In real life, stains often go unnoticed. In cinema, they are unforgettable. From blood on a shirt to marks left in defining scenes, stains are often central to storytelling, even if they are not explicitly recognized. At the same time, the Oscars represent one of the most competitive cultural moments globally, dominated by entertainment giants and brands with massive media investments. For a detergent brand to be relevant in that space, it needed a different approach. In a socially connected market like Brazil, where audiences actively engage with live events through second screen behavior, this presented an opportunity. Stain Awards was created at this intersection. By shifting the focus from stories to stains, Omo entered the Oscars conversation in an unexpected way, transforming its core product truth into a cultural lens and placing the brand inside a moment where it traditionally had no role.
The Solution
We created a minimalist social film featuring only descriptions of iconic stains from Oscar-nominated films. No footage was used, eliminating the need for rights while reinforcing the concept. The film was released during Oscars night across social platforms, inviting audiences to guess the films in real time. This triggered a second screen experience, where viewers engaged with the content while watching the live broadcast. Comments, guesses and discussions emerged instantly. The simplicity of the format allowed for fast consumption and sharing, while the timing ensured relevance. Influencers and users amplified the conversation organically, expanding reach. By reducing execution to its essence, the campaign maximized participation, turning a single post into a live, collective experience.
