Contest: D&AD New Blood Awards 2024
Brand: "Dirty is good"
Let the world know it is time to Play On!
Play On is DIG’s brand new platform.
With the launch of Play On, sport becomes the new home of "good dirt":
With the launch of Play On, sport becomes the new home of "good dirt":
it is a place to get stuck in, to get dirty and grow to become your personal best.
Nowadays’ soccers has become too clean and tidy
and the football players are more focused on appearance
than on the real authenticity of the sport.
They are actually the ones who least experience the dirty essence of the sport.
Even so they have become style icons and brand testimonials.
This is highlighted and confirmed by their social media profiles as well.
but is this what sport’s really about?
We still find the real values and the spirit of this sport
in amateur soccer instead
and on Sundey league field.
and on Sundey league field.
SO...
What would happen...
We aim to revive in the Serie A players of Inter and Milan,
the most genuine and gritty football, depriving them of the comforts
and letting them play on a provincial field and get dirty.
We team up with Ac Milan and FC Internazionale
to play the first ever derby della Madonnina
on a Sunday League pitch.
on a Sunday League pitch.
We did them REAL dirty!
Their dirty kits are then sold at auction.
We create a national PR-able moment that brings to life Play On
and embeds DIG in culture. Play on is all about playing your best game
without the fear of getting dirty.
Enjoy the project with our Case history
and summary board
