Old Spice Design & Branding OLD SPICE POSTERS by Landor New York

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Industry Deodorants
Media Design & Branding
Market United States
Agency Landor New York
Creative Director Gerhard Koenderink
Released June 2010

Credits & Description

Category: Posters
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE
Date of First Appearance: Jan 1 2011
Entrant Company: LANDOR ASSOCIATES, Cincinnati, USA
Creative Director: Gerhard Koenderink (Landor)
Associate Design Director: Joe Napier (Landor)
Associate Design Director: Jay Hoffman (Landor)
Senior Designer: Jeff Maurer (Landor)
Client Director: Barbara Carlotta (Landor)
Senior Client Manager: Jens Martesen (Landor)
Client Manager: Stacey Dunaway (Landor)
Media placement: Posters - Internal Display - January 2011

Describe the brief from the client
The objective was simple: to create posters celebrating the reinvention of the Old Spice brand and dominance of the world. Over the course of a multiple year campaign through Antarctica, the studio was tasked with redesigning and renewing interest in the Old Spice brand. In a glorious celebration of an overwhelming victory, the team threw dynamite into the air and screen printed posters.

Describe the challenges and key objectives
To print posters that people would hug a porcupine or sell plasma for.

Describe how you arrived at the final design
With such a lengthy quest, the team chose to get right to the point. Print posters with the blood of imaginary creatures using iconic brand elements/forms celebrating masculinity and insanity. A man wondered what a deodorant stick would taste like on a sandwich, so he found out. Apparently it didn't taste good, but his breath smelled wonderful (please do not ingest deodorant). A body wash with tentacles, a cement truck carrying the wonderful scent of man, and astronauts returning from their voyage to the moon all exist within this new Old Spice poster world.

Give some indication of how successful the outcome was in the market
In this post apocalyptic world with an economy based on Old Spice sticks, the people all smell much better and are much cleaner than they were in "Mad Max". This new environment is actually very nice considering the apocalypse and all. Everyone has nice posters for their walls. Culture is more manly, has a good sense of humour, and loves to give everyone high fives.