Recreating iconic sports moments to prove history favours those who get dirty

Think of any game in the history of sports. Could you guess who won just by looking at a picture of the game? There’s a pattern that always repeats itself.

To mark the 20-year anniversary of Dirt Is Good, we launched “Guess Who Won,” a campaign that illustrates how getting dirty can tilt the odds in your favor.

We recreated some of the most iconic moments in sports history, demonstrating that the winners are often the ones who aren’t afraid to get dirty. Then, we placed these moments on billboards in front of parks, sports academies, and schools to inspire the next generations of athletes to embrace dirt and give it their all.