OMO/PERSIL & ARSENAL FC/
DIRT IS GLORY
LONDON/
UK
Under its “Dirt Is Good” platform, OMO (Persil) partnered with Arsenal FC to reconnect football with its roots. In Brazil, eight amateur community teams, all named Arsenal, play in the várzea, a raw, grassroots version of the game played on dirt pitches at the heart of local neighbourhoods. OMO brought them together for the Varzenal Cup, a tournament culminating in a final at Emirates Stadium in London. The whole journey was documented by Kondzilla, the most influential voice from the favela.