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: 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
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
Agency producer: Bianca Naumovici Bella
Additional company: Ileana Cocias Anna Karavasili Katarina Ramic