"It Starts Outside" is a campaign for Dirt Is Good (Persil in the UK) that turns childhood photographs of Arsenal Women players into proof that every success story starts with getting outside and getting dirty. Real, never-before-seen images, sourced from the players' own family albums and attics, not AI-generated or recreated, ran in national newspapers, local press, and matchday programmes, placed alongside coverage of their present-day achievements. By appearing inside trusted news media, the work borrowed the credibility of editorial content to make an everyday, overlooked behaviour of getting dirty outside feel like the origin story of greatness, reconnecting a 20-year brand belief to a new generation of families.