In Brazil, grassroots football is played on rough community pitches known as the várzea. Várzea culture is born from neighbourhoods where dusty pitches, families, food and music come together to create a unique community identity. It is here, far from polished academies and pristine pitches, that the foundations of football are built.
Co-created by Dirt Is Good, Arsenal FC and Kondzilla, the series follows eight local Brazilian teams united by their love of Arsenal, as they compete in the OMO Varzenal Cup, for the chance to bring their story to London at the final played at Emirates Stadium.
Throughout the five episodes, viewers witness the energy, culture and emotion that shaped the Dirt Is Glory story of the OMO Varzenal Cup, from intense knockout rounds in Brazil to the moment the finalists learn they are travelling to London and the final that brought their community stories to the world.
Throughout the series, Arsenal legends Ian Wright and Gilberto Silva play a guiding role, drawing on their own journeys through grassroots football and reflecting on the importance of the environments where the game first gives people purpose and belonging.
“Football in the community is more than just a game,”, says Gilberto Silva. “It’s a way of life. It brings people together and allows them to represent who they are and where they come from.”
Following the final, Wright and Silva travelled to the São Paulo suburb of Guarulhos to be reunited with members of the winning OMO Varzenal Cup side, as well as the coaches and families whose stories anchor the docuseries.
Speaking about the partnership and the impact of Ian and Gilberto’s visit, Tati Lindenberg, Home Care Chief Marketing Officer said: “Várzea is more than football. It’s identity, belonging, and the heartbeat of communities across Brazil. It embodies everything Dirt Is Good stands for, and being able to honour that spirit alongside Arsenal has been incredibly meaningful. This trip brought to life the essence of our partnership and seeing Ian and Gilberto reconnect with the Guarulhos community showed just how powerful football can be when it’s rooted in purpose. This partnership continues to show that when we embrace play without fear of getting dirty, we create impact far beyond the pitch.”
The campaign resonated far beyond the pitch. Dirt Is Glory generated over 110M views globally, 180k hours of watch time and +293% completion rate vs. Kondzilla benchmarks.
Dirt Is Glory has also become OMO’s most successful brand content ever.
For Dirt Is Good and OMO, Dirt Is Glory stands as a powerful expression of belief of over 20 years: that dirt is proof of participation, commitment and a life well lived. In a world where football is increasingly filtered and commercialised, the campaign reconnects the global game with its roots, reminding audiences that true glory isn’t spotless.
Watch the full five-part Dirt Is Glory docuseries and follow the journey of the OMO Varzenal Cup at www.varzenal.com
