OLD SPICE - THE SMELL THAT NEVER DIES

TitleOLD SPICE - THE SMELL THAT NEVER DIES
BrandOLD SPICE
Product / ServiceOLD SPICE PHILIPPINES
CategoryC01. Viral Film
EntrantSYN Tokyo, JAPAN
Idea Creation PROCTER & GAMBLE Singapore, SINGAPORE
Production SYN Tokyo, JAPAN
Production 2 JUST ADD WATER PRODUCTIONS Makati City, THE PHILIPPINES
Production 3 PABRIKA Makati City, THE PHILIPPINES
Post Production RIOT Makati City, THE PHILIPPINES
Post Production 2 HIT PRODUCTIONS Makati City, THE PHILIPPINES

Credits

Name Company Position
Kiran Gotur P&G Associate Brand Director, Global Safeguard, Skin and Personal Care
Charlotte Riuetschel P&G Senior Communications and Brand Manager, Personal Care-APAC
Emman Carandang Fuse Creative Director
Jamie Que Fuse Creative Director
Ali Silao Fuse Creative Director
Rachel Yulo Fuse Creative Director
Paps Orosa Fuse Account Management
Benedict Santiago Fuse Strategic Planner
Ino Magno Just Add Water Producer
Jing Lopez Film Pabrika Executive Producer
Joel Limchoc Film Pabrika Director
Dix Buhay Film Pabrika Director of Photography
Adelina Leung Film Pabrika Production Designer
Lei Villena Film Pabrika Line Producer
Nick Wood Syn Music CEO & Creative Director
Akaku Takashi Syn Music Chief Audio Engineer
Mathieu Kranich Syn Music Production Assistant
Maxayn Lewis Freelance Vocalist
Al Wolotovich Syn Music Music Arranger, Composer
Kuckoy Dela Cruz Riot Post Producer
Bien Felix Riot Post Editor
Tara Lim Hit Productions Sound Engineer

Write a short summary of what happens in the film

In the film, our hero takes on all kinds of epic quests and seemingly deadly encounters and emerges victorious thanks to Old Spice Re-Fresh body spray – the smell that never dies. He charms giant-nosed sharks, makes anacondas fall head over heels over his armpits, twitches ninjas nostrils and faces down an apocalyptic singing meteor before being sucked into two nostril-shaped black holes to fight another day.

Cultural / Context information for the jury

Filipinos have almost as many words to describe the way things smell as people in the arctic have to describe snow. In fact many manufacturers increase the scent or aroma in everything from washing powder to hamburgers. So the launch of these new Old Spice variants needed to emphasize the long-lasting fragrance of the product in the most brand-appropriate and culture-appropriate way.

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