Beat the Skunk

Creative idea

Gamers are a very passionate and energetic bunch… full of adrenalin and often to too busy to shower. Which leads to one unintended consequence – bad body odor. Old Spice, the leading deodorant brand, saw this as the perfect opportunity to reach a new generation of users in the fastest-growing market segment of esports. But the brand’s established heroes were perceived as boomers by GenZ, so we created a new (anti)hero: the Skunk. The smelliest character out there. His mission was to crush the livestreams of the most popular Romanian streamers. The only way they could get rid of him was to use the ultimate weapon – Old Spice deodorant.

Brand name: Old Spice
Advertiser / client: P&G Romania
Product / service: Old Spice
Campaign name: Beat the Skunk
Agency network: LEO BURNETT
Agency: Leo Burnett Romania
Media agency: EssenceMediacom
Digital agency: Aggero
Production company: Digital Spirit
Web address: https://www.youtube.com/watch?v=fiYCUGO6-Ag
Executive creative director: Jorg Riommi Chief Creative Officer CEE, Vasilije Corluka ECD
Creative director: Irina Becher
Art director: Ionut Moscu
Copywriter: Adrian Bujenita
Account director (agency): Andreia Anghel
Client account director: Irina Constantin
Media director: Andreea Platon
Managing director: Diana Alexa
Strategic planner / strategist: Corina Bratu
Senior planner: Corina Bratu
Illustrator: Alexandru Savescu
Film production: Bianca Naumovici-Bella, Dan Cretu
Director: Barna Nemethi
Agency producer: Bianca Naumovici Bella
Additional company: Ileana Cocias Anna Karavasili Katarina Ramic