As part of Omo's "Play is cool, dirt is no big deal" campaign running from August to September, events took place on 2-3/8 and 9-10/8 in Ho Chi Minh City and Hanoi. The events featured three main activities: meeting football legend Gilberto Silva, participating in "Dirt Fortress" games, and enjoying the "Music Fortress" concerts.
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Children in Ho Chi Minh City and their parents enthusiastically participate in games at "Dirt Fortress" in early August. Photo: Omo Vietnam |
Children in Ho Chi Minh City and their parents enthusiastically participate in games at "Dirt Fortress" in early August. Photo: Omo Vietnam
Partnership with Arsenal Football Club
This year's "Play is cool, dirt is no big deal" campaign marks an official partnership between Omo and Arsenal Football Club in Vietnam. An Omo Vietnam representative stated that collaborating with Arsenal, one of the world's biggest football clubs, helps spread the brand's message. Both Omo and Arsenal believe that dirt, whether on the pitch or in life, is not something to avoid, but a mark of resilience, growth, and determination.
A highlight of the campaign was the appearance of football legend Gilberto Silva at the "Dirt Fortress" event in Ho Chi Minh City. A key member of Arsenal's invincible 2003-2004 Premier League winning team and Brazil's 2002 World Cup winning squad, Silva inspired a generation of young fans. At the event, he met with children, signed autographs, and joined in the games, sharing the message, "Don't be afraid to stumble or get dirty, because that's how we learn and grow stronger." Silva's presence helped convey Omo's message of encouraging children to embrace challenges, experiences, and grow through every dirty moment.
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Gilberto Silva at the Ho Chi Minh City event on 2/8. Photo: Omo Vietnam |
Gilberto Silva at the Ho Chi Minh City event on 2/8. Photo: Omo Vietnam
Traditional games and virtual reality at "Dirt Fortress"
This summer, the "Dirt Fortress" tour visited Ho Chi Minh City (2-3/8) and Hanoi (9-10/8), offering a playground for tens of thousands of families. At Le Loi - Nguyen Hue pedestrian street (Ho Chi Minh City) and Tran Nhan Tong street (Hanoi), traditional outdoor games combined with virtual reality technology attracted parents and children. Parents relived their childhood memories while children enjoyed teamwork, adventure, and the joy of getting dirty.
Duc Duong, a parent in his 30s from Ho Chi Minh City, said he always told his child to avoid getting dirty. However, after participating in the games with his child at the event, he recalled his own childhood of playing in the rain and skipping naps to play football. "Those childhood moments taught me many lessons. After this event, I will let my child play and get dirty to learn more," Duong said.
The emotional "Music Fortress"
In addition to the "Dirt Fortress" experience, the events also featured "Music Fortress" concerts, attracting thousands of attendees.
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"Music Fortress" concerts attracted thousands of attendees at both pedestrian streets. Photo: Omo Vietnam |
"Music Fortress" concerts attracted thousands of attendees at both pedestrian streets. Photo: Omo Vietnam
In Ho Chi Minh City, the concert on 2/8 featuring Soobin, Rhyder, Phuong My Chi, and Obito reached the "top 10 music trending chart" in the first week of August. This demonstrates the event's appeal and the inspiring message of embracing dirt that Omo aims to spread. The "Music Fortress" in Hanoi also became a hub of emotion, with music and lights filling the Tran Nhan Tong pedestrian street.
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Singer Rhyder delivered hit songs at both concerts. Photo: Omo Vietnam |
Singer Rhyder delivered hit songs at both concerts. Photo: Omo Vietnam
Alongside the "Dirt Fortress" tour, the brand also spread its message through creative activities and digital content, inspiring parents to encourage their children to play outdoors. One example is the "Dirt Ranking" game on TikTok, where parents and children rank legendary childhood games, creating moments of connection and shared memories. Shortly after its launch, the game attracted over 5,500 users.
According to the organizers, this summer's "Play is cool, dirt is no big deal" campaign attracted over 50 million views and over one million interactions on digital platforms.
An Omo representative hopes the memories made in the summer of 2025 will become a lifestyle for many families, so that every summer, Vietnamese children can freely explore, be active, and connect with their parents through real-life experiences.
"Dirt can be washed away, but the memories and lessons from getting dirty will stay with a child for life. 'Dirt Fortress' helps families begin that journey with laughter, discovery, and strong family bonds," the representative shared.
Kim Anh
