The Drum Awards for Marketing - Extended Deadline

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Client: Old Spice
Date: Sep 2018
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Old Spice continues its weirdness and gets down to “beardness” with the debut of new Old Spice Beard Collection, the brand’s first-ever beard care lineup to help guys achieve the soft, nourished and sculpted beards of their dreams.

Old Spice has teamed up with Jason Kelce of the Philadelphia Eagles and Travis Kelce of the Kansas City Chiefs, to star in the brand’s advertising campaign titled ‘The Old Spice Guys’ Grooming Guidance Guide for Guys with Beards,’ debuting across the brand’s social media channels.

In ‘Lecture,’ Jason Kelce lectures a classroom of bearded men, one with exceptionally out-of-control facial hair. The beard-taming teacher makes sure the guy leaves with a groomed beard, even if it means throwing him through the ringer, so to speak.

In ‘Baby Man,’ Travis Kelce is asked by a man if he can get his autograph, to which Kelce obliges, but rather than signing something, he scribbles a beard on the man’s son’s face.

Other non-football-related ads in the beard series include a baseball post-game congratulations line with the players stating, “good beard;” a short story time segment that just talks about beards; a manly office memo that makes sure bearded employees know about Old Spice Beard stuff; and a man buried up to his neck in sand being groomed by a crab.

Credits

W+K PORTLAND

Creative Directors

Ashley Davis-Marshall | Matt Sorrell

Copywriter

Kamey Murphy

Art Director

Curtis Pachunka l Kyle Chin

Producer

Ricara Stokes

Studio Manager

Patrick Cahalan

Account Team

Ghada Soufan | Thomas Harvey

Business Affairs Manager

Dusty Slowik

Strategic Planning

Drew Phillips | Samantha Serocki

Media Planning

Cherish Lee | Kelly Muller | Natalia Naranjo

TV PRODUCTION

Production Companies

More Media

CEO/EP

Stephen Buchanan

Director

Ben Berman

Director of Photography

Dan Alderstein

Executive Producer

Blaize Saunders

Producer

Autumn Hymes

EDITORIAL

Editorial Company

Hutch Co

Editor

Patrick O’Leary

Executive Producer

Jane Hutchins

VFX for Beard Ball, Long Story Short, Manly Memo, Baby Man, and How to Grow a Beard

VFX Company

Serious Electronics

Producer

Jane Hutchins

Creative Director | Shoot Supervisor

Austin Hickman-Fain

2D+3D Lead Artist

Austin Hickman-Fain

VFX for Nice & Tide-y and Lecture

VFX Company

Ingenuity Studios

Producer

Kieley Culbertson

Production Coordinator

Hallana Barbosa

Creative Director | Shoot Supervisor

David Lebensfeld

2D Lead Artist

Zhe Chong

2D Lead Artists

Tasha Marlin, Daniel Corona, Jeewon Kim, Kevin Conlon

3D Lead Artist

Grant Miller

Final Mix + Sound Design

Studio

740 Sound

Engineer

Stephen Dickson

Producer

Geena Born

Color Transfer

Company

Libertad Soul

Colourist

Jonny McPheeters