Client: P&G Old Spice
The Manhood
Old Spice came to Brazil and rescued the real Man Man.
We won the Pitch to launch Old Spice in Brazil with the concept 'Deodorant of Man Man'. Every brand activation turn the call for the return of the man Man - The Manhood (Homenidade). We create many digital and direct marketing activations to spread the message.
The website was an invitation to navigate through the seas of Manhood. This way, showing fragrances, videos and social channels. An interactive map in the shape of man biceps was the island.
/THE MAP
Map details: Only places where men can navigate. Northern Courage, Cape of Self Confidence, Cemetery Brake Hand, Strait of football, and many others played with the territories of the "man man".
/OPEN. IF YOU'RE A MAN.
The concept was the starting point to delivering the first samples of the product. We create a jar that is almost impossible to open. Only the man can open. (See the photos posted by guys who received the jar)
/UNEXPECTED E-COMMERCE
We decided to display banners of Old Spice in online stores. NOT in the regular area of Hygiene / Beauty, but in categories like Grills, Tools and Electronics - the man areas. And we took advantage of the space related products (Who bought it, it smells like it.)
CREDITS
My role: Idea, Art direction, Digital Strategy.
Agency: Wunderman
VP: Paulo Sanna
Creative Director: Adriano Abdala, Joao Paulo Martins
Art Director: Caio Fernando, Rafael Cordeiro, Anderson Soares, Fernando Vieira
Copywriter: Ricardo Polinesio