Manhood - The Call
Client: P&G Old Spice
Old Spice came to Brazil and rescued the real Man.
We won the pitch to launch Old Spice in Brazil with the concept 'The Deodorant of the Real Man'. Every brand activation turned into 'the call for the return of the Real Man'. This concept became a TVC to launch OldSpice in Brasil.
We also launched a website: an invitation to navigate through the seas of Manhood in order to show fragrances, videos and connect to the Old Spice social channels. It also included an interactive map in the shape of man biceps. Funny project.
Map details: Only places where men can navigate. Northern Courage, Cape of Self Confidence, Cemetery Brake Hand, Strait of football.
OPEN - IF YOU'RE A MAN.
The concept was the starting point to delivering the first samples of the product. We created a jar that was almost impossible to open.
UNEXPECTED E-COMMERCE BANNER
We decided to display banners of Old Spice in online stores, but not in the regular area of Hygiene/Beauty. The deodorant of the real man was in categories related to Grills, Electronics Tools, etc. We also used the space of 'related products' (Who bought it, smells like it.)
My role: Idea, Art direction, Digital Strategy.
Grey Brasil & Wunderman
VP: Paulo Sanna
Creative Director: Adriano Abdala, Joao Paulo Martins, Mariangela Silvani, Sergio Fonseca.
Creatives: Fabio Barbato, Luis Ulrich, Leonardo Russo, Caio Fernando, Ricardo Polinesio.
Art Director: Caio Fernando, Rafael Cordeiro, Anderson Soares, Fernando Vieira
Copywriter: Ricardo Polinesio