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Encouraging Kids to Play Outdoors, This Book Can Only Be Read After You Smear Dirt on It

Imagine a book that's filled with blank white pages--until smearing soil across them reveals a heartwarming children's story, hidden in the negative space. Unilever laundry detergent brand Omo (sold in other countries as Persil) and Ogilvy South Africa made just that, as a delightful addition to the marketer's long-running "Dirt is Good" campaign. The idea?...

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