Dirt is Good identified a philosophy on parenting and dirt that was widely recognized as a branding case study. However, translating this across global cultures still needed a more nuanced understanding of parenting.
Using a deep ethnographic approach, we immersed into the lives of parents and children and explored the various facets of parenting and the child’s encounters with dirt.
Through a story-gathering approach, we distilled the Dirt is Good philosophy into eight human values and crafted a values-led book of stories to inspire creative development.
Over a 10-year partnership, we did this work at multiple cultural milestones to understanding how parenting and childhood had shifted.
Crafted guiding values that helped Dirt is Good stay relevant in contemporary culture and have meaningful conversations with its consumers