Grand LIA   |   Winners   |   Finalists

TV/Cinema/Online Film

Gold Winner

Entrant: Wieden+Kennedy, Portland

Old Spice
"Boardwalk", "Meeting"

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Corporate Name of Client: Procter & Gamble
Head of Client Services: April Anslinger
Client Supervisor: Michael Sabbia
Client Account Director: Owen O'Donnell
Agency Account Supervisors: Michael Dalton/Liam Doherty/
    Georgina Gooley
Agency Account Director: Jessica Monsey
Account Executive: Nick Pirtle
Media Planners: Anibal Casso/Britton Taylor
Agency: Wieden+Kennedy, Portland
Executive Creative Directors: Susan Hoffman/Joe Staples
Creative Directors: Craig Allen/Jason Bagley
Copywriter: Jason Kreher
Art Director: Max Stinson
Executive Agency Producer: Ben Grylewicz
Agency Producers: Haley Goggin/Katie Reardon
Production Company: MJZ, Los Angeles
Director: Tom Kuntz
Executive Producer: Scott Howard
Line Producer: Emily Skinner
Director of Photography: Andre Chemetoff
VFX Company: Framestore-LA, London
VFX Supervisor: Alex Thomas
Editing Facility: McKenzie Cutler, New York
Editor: Gavin Cutler
Sound Design Company: Lime Studios, Santa Monica
Sound Designers: Loren Silber/Patrick Navarre
Music Production Company: Rumblefish, Portland
Music Producer: Mikey Ecker

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.