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TV/Cinema/Online Film

Gold Winner

Entrant: Wieden+Kennedy, Portland

Old Spice
"Momsong", "Tree", "Bowl"

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Corporate Name of Client: Procter & Gamble
Head of Client Services: Bobbie Jo Ehlers
Client Supervisor: Matthew Krehbiel
Client Account Director: Charlie Nutting
Agency Account Supervisors: Liam Doherty/Diana Gonzalez
Agency Account Director: Jessica Monsey
Account Executive: Yaya Zhang
Media Planners: Anibal Casso/Britton Taylor
Agency: Wieden+Kennedy, Portland
Executive Creative Directors: Susan Hoffman/Joe Staples
Creative Directors: Craig Allen/Jason Bagley
Copywriters: Justine Armour/David Povill
Art Director: Ruth Bellotti
Executive Agency Producer: Ben Grylewicz
Agency Producer: Lindsay Reed
Production Company: MJZ, Los Angeles
Director: Steve Ayson
Executive Producer: Emma Wilcockson
Line Producer: Mark Hall
Director of Photography: Ryley Brown
VFX Company: The Mill, Los Angeles
VFX Supervisor: Adam Reeb
Editing Facility: HutchCo, Los Angeles
Editor: Jim Hutchins
Sound Design Company: Walker, Portland
Sound Designer: Sara Matarazzo
Music Production Company: Barking Owl, Laguna Beach
Music Producer: Whitney Fromholtz

Description of the Project:
For many years Old Spice has been a badge of masculinity for men around the world. With its distinctive voice, the brand has become the choice of experienced guys across all ages, leaving AXE as the preferred option for immature boys. Aware of this, our archenemy began to try and evolve their brand and avoid been pigeonholed as juvenile. The Smellcome to Manhood campaign aimed to deposition AXE as the choice for pre-pubescent juveniles who try way too hard, whereas Old Spice is the only real choice for men.