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Old Spice
Manhood - The Call
P&G Old Spice
Old Spice brand
launch in Brazil.
We won the pitch to launch Old Spice in Brazil. 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.
THE MAP
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.
CREDITS
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