ALT: Thinkerbell Creating Magical Pixie Dust

Little Black Book, In partnership with Inclusively Made and Atomic 212, the initiative is "prompting disability back in"

ALT: Thinkerbell Creating Magical Pixie Dust

ALT: Thinkerbell Creating Magical Pixie Dust

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Kiwi online retailer Mighty Ape has unveiled a brand refresh via Thinkerbell with the tagline, 'That's mighty good'.

Matty J, Australian podcast host, media personality, content creator known for his role on The Bachelor Australia…and father of three, opens a new approach for Omo, extending the long-running Dirt is Good platform with his unstoppable dance with dirt. The Thinkerbell campaign for OMO Ultimate Capsules balances chaos with calm by dramatising one stain-filled day in a vibrant family home, showing Matty finding his flow no matter what life throws at him. Cat Williams, head creative tinker, Thinkerbell, commented, “We wanted to lean into the charming, and sometimes hectic, realities of parenting, while moving away from classic laundry tropes. Matty’s infectious personality, smooth moves and candid online commentary on modern Dad-hood make for a spot that’s highly relatable, and a whole lot of fun. Who knew laundry could look this good?” Sarah Hollier, senior brand manager, Unilever, added, “OMO has always encouraged Aussies to get dirty, but we know that for busy parents, laundry can sometimes feel overwhelming. With their no-mess, no-measure design, OMO Ultimate 3-in-1 Capsules remove some of the mental load. The combination of deep-cleaning enzymes to lift tough stains, alongside long-lasting fragrance and built-in fabric care, means parents can stress less knowing they’re getting a premium clean every time. As one of Australia’s favourite ‘do-it-all’ Dads, Matty was the perfect person to help us bring this to life.” The work follows Unilever’s social-first strategy, with native content led by WPP Production, using influencer-led amplification and the partnership with Matty J to continue to educate Aussies on the convenience of the 3-in-1 technology, proving that when life gives you laundry, you really can keep up. The creative will roll out across TV, OOH, digital, social and retail in both Australian and New Zealand markets, with media planning by Mindshare. Matty J will also lead social and media amplification via his Two Doting Dads podcast and personal channels. Credits Client: UnileverCreative: ThinkerbellProduction & Social: WPP ProductionMedia: MindsharePost Production: ARC Sound: Massive MusicDirector: Rhett D’Arrietta Photographer: Toby Burrows