Old Spice x Chip for Recipe

Working with Recipe agency, we created an OOH campaign across multiple locations in city centres.

Typography led on this project, using fluid script fonts to highlight the rapping on the diss track and emphasise the key words when the product was not in shot.

Poking fun at men that smell the same as everyone else, Old Spice dropped a brand new diss track starring artist, Chip.
The upbeat campaign was designed to encourage men to find their own scent.

The track titled ‘Big Man Ting’ is an ode to young men, growing up and looking for their own scent.
The track aims to position Old Spice as the scent of independence and reach younger audiences looking to stand out from the crowd.