Old Spice /
Hard to Sweat
SAID NO ONE, EVER
After a couple of campaigns and more than a year of working with Old Spice, it was time to do something that truly fit such a fun, bold and iconic brand. And what better time to do it than for the launch of the new Old Spice Sweat Defense Extreme Protect.
Sweat:
of every human being
A pitched battle
OF WATER PISTOLS
After their extreme training we put them to the test, putting them to compete in a pitched battle where only one team would be the winner. The rules, very simple, the driest wins. Each guest received a uniform and a water pistol. The battle was transmitted via livestream, not only by the official channels of the brand, but also from the point of view of each of the invited creators. Water bombs, betrayals, laughter, falls to the ground, anger and other extreme situations, dressed the event resulting in more than 3 million people reached, an Engagement Rate of 19.30% (386% above average) and 149 publications in various digital and physical media.