Unilever’s ‘Dirt Is Good’ encourage outdoor play in Istanbul

Unilever’s ‘Dirt Is Good’ campaign has launched a new ‘Out of Home’ initiative in Türkiye, aiming to inspire children to spend more time playing outside.

The campaign by Edelman highlights the benefits of outdoor play, such as building resilience and exploring the world beyond screens.

Three interactive installations have been set up across Istanbul, transforming traditional advertising spaces into play areas.

A large slide built into a billboard offers a fun way for kids to engage, while a football goal mounted on a wall encourages active play.

Additionally, a basketball court has been integrated into an open space, inviting children to shoot hoops and play together.

By turning everyday urban areas into places for activity, Unilever hopes to remind families of the importance of outdoor play and encourage children to rediscover the joy of being active.

Tati Lindenberg, chief brand officer of Dirt Is Good said, “At Dirt Is Good, we’ve always believed in the power of outdoor play and sport for people to dream, dare, learn, and grow. But today, rapid urbanisation and the prevalence of technology has left children and parents spending more time inside on screens than outdoors getting dirty. With our ‘Out of Home’ campaign in Istanbul, we’re reimagining open spaces to bring joy back to the outdoors and remind families that every messy moment is worth embracing.’

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