For Dirt Is Good (Persil UK), research showed girls are disengaging from outdoor play early, with just 33% playing outside regularly today, versus 58% of their parents growing up. Partnering with Arsenal Women, we sourced never-before-seen childhood photos of the players and placed them in the real places their success is now celebrated: press, matchday programmes and out-of-home around stadiums and schools. Each image paired who they are today with where they began, turning a cultural celebration of female sporting success into a personal reminder for families to get their own children back outside.