Sunday, 9 March 2025
Social Life

Dirt Is Good

PERSIL
AWARDS:

BRAND FILM FESTIVAL – 1x BEST OF BEST, 1xGOLD & 1x SILVER

CANNES LIONS – 3x BRONZE, 3x SHORTLIST

CLIO AWARDS - 1x SILVER

CREATIVE CIRCLE AWARDS – 1x SILVER & 1x BRONZE

KINSALE SHARK AWARDS – 2x SILVER

ANDY AWARDS – 1x SILVER

CAMPAIGN BIG AWARDS – 1x SILVER

THE ONE SHOW – 4x SHORTLIST

Named ‘Pick of the Week’ in Campaign Magazine and generating headlines worldwide, ‘Free the Kids’ spearheaded Persil/Omo’s “Dirt is Good” campaign to encourage children to spend more time outdoors. Set in a maximum-security prison in Indiana USA, and filmed under strict documentary conditions, it features the powerful first-hand testimony of the prisoners, who volunteered to be part of the project, communicating the stark contrast between the time they are allowed outside each day and the woeful lack of time spent outdoors by today’s children.

What is the price of freedom?

About the Author

Toby Dye

Toby Dye Toby Dye has directed an acclaimed catalogue of highly distinctive work. He began his career in documentary, before falling into advertising as a result of a happy accident when his Grierson Award winning documentary “Bodysnatchers of New York” caught the attention of Massive Attack, resulting in Dye’s music video directorial debut with “Paradise Circus” for the iconic band. Earning a D&AD Pencil and Best in Book from the Creative Review Annual for his trouble, a career in music videos and commercials was born. A constantly innovative director, whether crafting fiction or documentary work, he combines techniques from both disciplines with often startling original results. He’s helmed campaigns for major international brands such as American Express, Ford, Lurpak, Heineken and Sky. His “Free the Kids” film for Persil won Best of Best Gold Award at Campaign Magazine’s Brand Film Festival and a Bronze Lion at Cannes. “One Breath” for Nicorette picked up a 2017 D&AD Pencil and a Silver Cannes Lion. Last year, his film installation “The Corridor” formed the celebrated centerpiece to hit London art exhibition “Daydreaming with .. Stanley Kubrick”. Hailed as "Mindboggling, funny and mildly disturbing" by the Daily Telegraph, it's a fitting summation to the best of Dye's work. More recently Toby has directed Michael Fassbender and the rest of the cast of Ridley Scott's “Alien: Covenant” for “Phobos”, a short film set within the Alien universe for 20th Century Fox. His film for Heineken, “Worlds Apart”, brought his work to global attention after it touched a nerve with audiences worldwide. With over 35 million views, the film sparked a global conversation, with extensive media coverage everywhere from the Washington Post, Good Morning America, to Time and The Guardian.


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