Dirt Is Good

Every stain has a story. Green elbows, scraped knees. Muddy shirts, bloody shorts. Sometimes it starts in a moment no one sees.   However it begins, whenever it begins – greatness isn’t built in comfort zones. It’s built in the mud, under the lights, in the moments that test you the most.   It’s fought for, dreamed of, and carried forward by every drop of sweat. The first step, the next step, the step no one else can take for you.   But we’ll be here. Because we’re extending our partnership with Arsenal F.C. To inspire and create more stories of greatness.   You in?   #DirtIsGood #Arsenal

Last week, Dirt Is Good proudly took home an impressive five The Gerety Awards 3X wins for It’s Part of The Game: 1x GOLD, 1X SILVER, 1X BRONZE. 2X wins for The Art of Stains: 1x GOLD, 1X BRONZE. A huge thank you to our brilliant team and partners, your imagination, craft, and fearless storytelling made this possible. Tati Lindenberg, Juliet Slot, Daniela Olivero, Sarah Qazi, Ritika Jalota, Holly Hetherington, Ricardo Zampol, Aisha Kandil, Grace Zhiamin Lee, Rebecca Eldridge, Sophie Van Dieren, Prerna Mehra, Cameo Klarin Smiljanic, Ross Marshall, Rachael Stets, Jack Whitehouse, Tom Crowland, Maria Hasler, Katie Smith MullenLowe Global, MullenLowe UK, MullenLowe MENA, Golin, Mindshare UK, Wasserman

Meet Marito – the Argentina Football Team kitman – and our new Ala Lavado Total. ⭐⭐⭐ Tati Lindenberg | Daniela Olivero | Eleanor M. | Paula López Landívar | Ramiro Hosselet | Daniela Castro Lizcano | Sebastian Rigada | Ricardo Zampol #DirtIsGood #EnsusiarceHaceBien

We’re proud to announce that our recent campaign “It’s Part of the Game” has been awarded a Bronze at the Cannes Lions 2025. A big congratulations to our incredible team and partners for their creativity, dedication, and bold storytelling. This recognition is a testament to the power of purposeful work. #PlayOn #DirtIsGood #CannesLions2025 #Unilever #BrightFuture Tati Lindenberg Juliet Slot Holly Hetherington Daniela Olivero Ricardo Zampol Rebecca Eldridge Jack Whitehouse Tom Crowland Maria Hasler MullenLowe UK MullenLowe Global Golin Mindshare UK Wasserman

What do you get when you mix a football shirt, motion tracking tech, and... dirt? Something never seen before! Come find out how football meets the future at the OMO Varzenal Cup stand SXSW London brought to you through collaboration featuring Dirt Is Good Mindshare Hogarth Subvrsive MullenLowe Global KondZilla Boston Dynamics #CopaOMOVarzenal #SeSujarFazBem #DirtIsGood #omobrasil #persiluk #omovarzenalcup

Join Our Panel Discussion at SXSW London Featuring Ian Wright (Arsenal Legend), Tati Lindenberg (Dirt Is Good), Tico Fernandes (KondZilla) and Jeanette Kwakye (Broadcaster & Olympian) 🗓️ 2 June | 🕚 11:15 AM | 📍 Shoreditch Town Hall

Based on a brand survey, we found that 72% of Saudi women never discuss their periods because of cultural taboos, leaving 90% to battle period stains alone. Dirt Is Good is launching campaigns around the world to challenge the silence around period care. And although, globally, the issues of secrecy and shame are the same, our approach in Saudi Arabia had to change. We wanted to put the power of our three-step period stain removal process into their hands; to connect with as many Saudi women as possible, on their terms. But in a country where periods aren’t spoken about, our approach needed to be discreet. So we worked with MullenLowe MENA to create a campaign: the Art of Stains. Using the ancient tradition of henna, we crafted a subtle way of sharing the knowledge. Together with talented henna artists, we turned the three steps into intricate symbols. As they painted the delicate designs on their customers’ hands, it seemed like the spell of silence was broken. They talked. About their first periods. Their panic. About their struggles with stains that wouldn’t come out. About their mothers, their daughters, their friends. The Art of Stains campaign had an impressive impact. It garnered press attention, but more importantly, many women came forward to tell us how much it meant to them. One even chose to include the symbols in her bridal henna. And we visited schools, to educate girls about period care – and most importantly, to break the cycle of silence. Watch the full campaign film below, and find out more on our Instagram at @wearedirtisgood. #ArtOfStains #DirtIsGood Tati Lindenberg | Daniela Olivero | Sarah Qazi | Ritika Jalota | Aisha Kandil | Sophie Van Dieren | Prerna Mehra | Cameo Klarin Smiljanic | Ross Marshall | Rachael Stets

Join us at SXSW London and see how the story unfolds   Across Brazil’s grassroots várzea football leagues, local teams have chosen to wear the Arsenal name - through deep connection, pride, and shared values. These community-led clubs have made the badge their own - through talent on the pitch, passion in identity, and pride in every match.   DIRT IS GLORY is a creative collaboration and series from the #1 laundry brand in the world #PersilUK / #OmoBrazil / Dirt Is Good with MullenLowe UK and MullenLowe Brasil, KondZilla and Arsenal F.C, honouring how dirt, resilience and belonging are woven into the very fabric of football culture. Featuring #IanWright and #Saka, launching on 2 Jun SXSW London      Join Our Panel Discussion Featuring Ian Wright (Arsenal Legend), Tati Lindenberg (Dirt Is Good), and Tico Fernandes (KondZilla) 🗓️ 2 June | 🕚 11:15 AM | 📍 Shoreditch Town Hall   Enter the world of Varzenal Experience a one-of-a-kind immersive journey 🗓️ 2–5 June | 📍 Truman Brewery Tati Lindenberg | Daniela Olivero | Ricardo Zampol | Giovanna Bressane Gomes | Yasmine Antacli | Vinícius Menezes | David Chiodi | Marcos Pola | Saffron Inkster | Magdalena Podkowa | Asim Ahmed | Konrad Dantas | Rodrigo Costa | Rachael Stets | Eduardo Salles