Launching Old Spice in Brazil —

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 a man biceps. 

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 displayed in categories related to "manly products", such as grills, electronics, and tools. We also used 'related products' space from different e-commerces to show that, who bough that manly product smells like Old Spice.(People who bought it, smell like this.)