The PLAY ON campaign targets young adults navigating the Quarter-Life Crisis, highlighting resilience through basketball. Tasked with creating a national PR moment and incorporating Rinso's detergent, our strategy centered on a 3v3 basketball tournament, a powerful video ad, and impactful OOH billboards.

Understanding the challenges of adulthood, we emphasize resilience as a key to navigating uncertainties. Through basketball, participants cultivate mental toughness, empowering them in their journey.

Our approach resonates with the audience's pursuit of personal growth and identity, delivering the brand message of Dirt is Good with impact and relevance.

Concept, design, and idea by Michael Clement.

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