Old Spice X DJ AG

Following the success of Old Spice x Chip – “Big Man Ting”, this campaign extension built on the track’s momentum by tapping into UK grime and rap culture through an interactive, music-led activation.

Working with DJ AG, Chip and GRM Daily, we launched The Old Spice Bars Challenge — an open-verse competition inviting MCs nationwide to drop their best 16s over the Big Man Ting instrumental. The winner earned a studio session with DJ AG and £1,000 worth of studio time, with verses from artists including D Double E, Scrufizzer, Formz and Hello Vicco amplifying reach and credibility across the scene. The top 10 entries were posted on GRM Daily’s Instagram providing a chance to be seen for emerging talent.

The campaign expanded with a branded DJ AG livestream, allowing to up and coming artist to enter the competition live and guest appearances from SkoobNBA, N Dotz and Leo Stay Trill. This was supplemented with street interviews where DJ AG discussed music with the general public and tried Old Spice.

A smart fusion of music, community and brand storytelling — celebrating authentic UK talent whist positioning Old Spice to be culturally current and sonically relevant.