Old Spice, a brand created over 85 years ago by male grooming specialists, is introducing Sovacaria Old Spice (Old Spice Armpit Barbershop), a space fully dedicated to armpits and whose goal is to teach men the correct way to use Old Spice Stick, proven to be more effective against sweating and odor.*

Ariel Blindado, a celebrity barber known as “King of the Bulletproof Cut”, was in charge of the armpit cuts offered in this immersive experience created by Wieden+Kennedy São Paulo.

The pop-up beauty salon will be open to the public until January 30th and offers free armpit cuts which have been dubbed “Pitcuts”, in addition to exclusive dos created specifically for men’s underarms. The campaign, whose motto is “Old Spice Raises the Bar”, will also be released on digital, with exclusive tutorials and content focused on underarms.

“The Sovacaria is an activation which reflects the unique spirit of Old Spice. It combines the brand’s playful nature with the superior performance of the stick variety, offering two times more protection against sweating. We want to be where our consumers are and offer them unique experiences to position Old Spice as an ally you can count on at any time, guaranteeing a combination of protection and fragrance which is irresistible”, says Marina Brasil, head of P&G’s deodorant offerings in Brazil.

Old Spice Stick antiperspirant can be found in Brazil’s top retailers, and more details about the Sovacaria are available on the brand’s Instagram: @oldspicebrasil.

Made By

AGENCY: Wieden+Kennedy São Paulo TITLE: Sovacaria CLIENT: Procter & Gamble PRODUCT: Old Spice RELEASE DATE: Janeiro de 2023 CHIEF CREATIVE OFFICER: Felipe Ribeiro CREATIVE DIRECTORS: Charles Faria | Renan Molin CREATIVES: Pedro Balle | Thiago Victoriano HEAD OF PRODUCTION: Patricia Gaglioni PRODUCERS: Mariana Golpian | Tabata Viana GRAPHIC DESIGNER: Basq Anderson PROJECT MANAGER: Roberta Guzzardi ACCOUNT SERVICE: Beatriz Almonacid | Gabriela Marques | Aline Reis | Larissa Gimenes | Pedro Lopes PLANNING: André Troster | Thassio Rolim SOCIAL STRATEGY: Vini Monteiro MEDIA: Guilherme Cavalcante | Michelle Fernandes | Fernanda Oshiro | Ricardo Fraser | Lucas Seigo | Adelmo Spezia FILM PRODUCTION: Joint DIRECTED BY: DRVNK EXECUTIVE PRODUCTION: João Luz and Patrick Petry LINE PRODUCER: Rafa Pinto OPERATIONS: Lindin Lima ACCOUNT SERVICE: Babi Kosloff, Ju Bahia and Yuri Fuly 1ST ASSISTANT DIRECTION: Fernanda Segura PHOTOGRAPHY: Nixon ART DIRECTION: Pedro Bolo ART ASSISTANT: Bel Izaq COSTUME PRODUCER: Marquinhos Cherevek + Supernova CASTING: Bruna Palma PRODUCTION DIRECTOR: Gabriel Bico PRODUCERS: Isabella Nader Messora   POST PRODUCTION: Joint     EXECUTIVE PRODUCTION: Patricia Gaglioni | Fernanda Segura POST PRODUCTION COORDINATION: Mauricio Kazu ?EDITORS: Rodrigo Aranha | Pedro Silveira | Gabriel Santana    FINALIZING: Team Joint     SOUND PRODUCTION: CANJA ACCOUNT SERVICE: Guga Costa PROJECT MANAGER: Matheus Peres PROJECT COORDINATION: Ana Flor Bohrer | Flavia Medeiros MUSICAL DIRECTION: Eduardo Karas | Lucas Sfair | Filipe Resende MUSICAL SUPERVISION: Bruno Vieira Brixel | Leonardo Lima CLIENT APPROVAL: Marina Brasil | Jacqueline Matuura