For the Secretly Sensitive
Can you keep a secret? Since their creation, Old Spice has been known as being a "man's man," the manly brand for strong men. But we know a secret that no man wants to admit:
the shower is the best place to cry.
CLIENT
Old Spice
Overview
The "Secretly Sensitive" campaign, acknowledges that sensitivity extends beyond just the skin, diving into emotional sensitivity, while keeping men's sensitivity hush-hush.
To maximize the minimal time for sensitivity, Old Spice will also launch the GentleMan's
with a tear-activated hidden image, showing that even Poseidon
doesn’t always feel jacked when he’s in the safety of the shower.
Tear Inducing Shampoo
When tears are threatening to come, nothing sets the mood quite like good music. That’s why, to amplify the safe atmosphere, each bottle will also have a QR code that takes users to a secret Old Spice Spotify playlist, “Cry: For MEN,” full of songs to cry to in the shower.
We get it, this is some big stuff.
But, for the sake of the guys, shhhhh.
