DIRT IS GLORY

' > | | ia ee “VISITING THE BRAZILIAN LAY AT EMIRATES STADIUM! ’ wae qo PI ; TAKE THEIR NAME” ; eSri he cAcw York Cimes ‘As a sponsor of Arsenal FC., OMO is present at one of football's most elite stages. For 20 years OMO's brand belief has been that Dirt Is Good. oH ; E COMPLETION RAi iq The tension: modem football's increasingly polished, commercial, 3 Z : + VS. KONDZILLA ‘ ; | ‘and elite, while the soul of the game lives in participation, 2 é i “ 1 } } } ‘where communities play, build teams, and create their own version of 4 . 4 r { BENCHMARKS } football. n Brazi's varzea, this culture is everywhere, yet largely invisible. The challenge was to turn OMO's bel into a sport entertainment ‘experience that bridged these two worlds, transforming real fan culture into something people would choose to watch, follow, and share. In Brazil, we found amateur teams across the country named after cultural truth: football identity doesn’t belong to clubs; it belongs to the communities who recreate it. We tumed this into a global sports story. OMO, Arsenal FC. and KondZila brought together eight of these grassroots teams to compete in the OMO Varzenal Cup, {for a once in a lifetime opportunity: playing the final at the Emirates Stadium, Their journey became Dirt ls Glory, a sports docuseries that celebrates grassroots football in a global stage, without losing its authenticity. | The series was filmed by KondZila, the most powerful voice a of favela culture, with over 68 milion subscribers on YouTube. It folows ; ‘ ‘each team from their communities to London, capturing real characters, a rivalries, and local identity, with real stakes, real people, and real pride fa at its core. Blending raw varzea football with the scale of global sport, the docuseries of 5 episodes broke all records of the biggest Latin American YouTube Channel, turning a sponsorship into a global entertainment property. oe