Unilever: Dirt is Good x Arsenal - Multi Market Asset Adaption

Challenge 

'It Starts Outside' was launched as an integrated OOH and press campaign for Unilever’s Dirt Is Good master brand, a global family of laundry brands united by a shared belief in the value of play. The campaign featured authentic imagery of Arsenal Women’s First Team players to encourage families, particularly those with young girls, to spend more time playing outdoors. 

MullenLowe supplied an initial set of master assets, including a hero OOH execution featuring Chloe Kelly, a Chloe Kelly specific press execution, and a multi‑player press execution. As the media plan rapidly expanded, additional high‑profile OOH and press placements were confirmed, each with distinct formats, specifications and production requirements. The challenge was delivering multiple adaptations accurately at speed within a fast‑moving, evolving brief, while key visual elements were still being finalised.

Solution 

Tag’s UniAdapt team was engaged to lead artwork adaptation, quality control and final delivery across all executions. With premium placements involved, including Arsenal Tube Station, outdoor sites and newspapers, maintaining precision, consistency and creative integrity from brief to final supply was critical. 

Tag led with a proactive, delivery‑first approach. Clear workflows, regular status updates, and close collaboration with both the client and creative agency ensured decisions were made quickly and issues were resolved early. Continuous quality control across formats helped maintain visual consistency while keeping the project on schedule. 

Result 

The campaign was delivered on time to media, meeting placement and production requirements without delay. A total of 46 assets were delivered over 2 weeks. High‑quality visuals were successfully rolled out across key OOH locations, including Arsenal Tube Station, ensuring the campaign landed with maximum impact. 

On the campaign, the Unilever client said: “Great coordination between multiple stake holders and on‑time delivery despite the challenges.”