OMO · Unilever · Vietnam · Social Impact
Gallery of Dreams
Gold, Tambuli Awards
The challenge
Can a detergent brand instill belief in a brighter future for an entire nation? OMO's philosophy, 'Dirt is Good,' celebrates learning through experience.
But in Vietnam, mothers — shaped by years of economic struggle — often saw dreaming as distraction. Stability meant safety.
The challenge wasn't just to sell detergent; it was to help a generation of parents see that letting children dream isn't risky — it's vital.
The approach
The Gallery of Dreams — a nationwide movement to collect, preserve, and celebrate children's dreams through their own drawings. OMO's Dream Collector Bus journeyed across Vietnam, gathering thousands of sketches and transforming them into public exhibitions.
Each drawing became a declaration of hope — a child's dream made visible to the world. The campaign unfolded in three acts: Inspire & Invite with an online film asking 'What happens to the dreams we forget?'
, Engage via the Dream Collector Bus touring schools and communities, and Amplify through stories spread via social, press, and events.
What we learned
- In Vietnam, mothers are the gatekeepers of possibility, carrying both love and fear
- Children express their ambitions naturally through drawings: unfiltered, bold, and too often forgotten
- Hidden inside those sketches was a national story — the dreams of a generation waiting to be seen
- Recognized by the Asia Pacific Tambuli Awards — celebrating brands that drive performance through purpose
- True purpose isn't advertised; it's lived, act by act
The outcome
The Gallery of Dreams reached over 50 million people — more than half of Vietnam's population. It inspired a national conversation about nurturing children's potential and earned the endorsement of the Vietnam Ministry of Education, which declared the collection a National Asset.
+6% sales volume — triple the category growth. +100 bps value share increase.
10,000 dreams collected, forming the largest children's dream archive in Vietnam. 50M+ reach, 8M+ video views, 400K+ digital engagements.
OMO transcended its category, becoming a cultural emblem of hope.