Old Spice X Chip

A robust multichannel marketing campaign designed to tap into the heartbeat of British youth culture by leveraging music, authenticity, and cultural relevance. With an ambitious goal of selling 2.3 million Captain deodorant sticks in six months, the campaign aimed to shift perceptions of Old Spice among young British men and inspire them to “ditch the basic stuff.”

As Lead Producer and Music Supervisor, I oversaw the campaign’s creative production, music sourcing, and talent relations, ensuring every element aligned with youth culture and the brand’s refreshed identity.

Key campaign elements included:

• A custom branded diss track by grime legend Chip, calling out young men who embody individuality.
• Billboards across London, Birmingham, and Manchester, including a prime site outside Arsenal’s Emirates Stadium.
• Video adverts placed in gyms, cinemas, and Morley’s Chicken Shops.
• Social amplification on culturally relevant platforms including I’m Just Bait, GRM Daily, and Link Up TV.
• An influencer campaign featuring Chip, Formz, Christopher Savage, and Specs Gonzalez.

The campaign seamlessly united music, TV, social, digital, OOH, and influencer activations to authentically align Old Spice with the energy and attitude of British youth culture, delivering impact that felt real, relevant, and culturally on point.

The campaign was shortlisted for the 2025 Campaign Big Awards in two categories: Best Use of an Influencer or Celebrity and Audio & Radio.