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