Truth:

Old Spice was about a year away from it's major brand overhaul but P&G wanted to test market some innovative guerrilla tactics on college campuses.

 

Spectacle:

We leaned into Old Spice's "manly" sailing heritage sent members of the football team down to the women's dorms on move in day wearing shirts that said, "Deck Hand." They moved boxes, pitched in and won over minds and hearts. That night we threw them all a concert at the "Dry Dock" hosted by the Old Spice Captain.