Gamers are a very passionate, excited and energetic bunch... so full of adrenalin and often to too busy to shower. Which leads to one unintended consequence – bad body odor. Old Spice, the leading deodorant brand, saw this as the perfect opportunity to reach a new generation of users in the fastest-growing market segment of esports. But the brand’s established heroes were perceived as boomers by GenZ, so we created a new (anti)hero: the Skunk. The smelliest character out there. His mission was to crush the livestreams of the most popular Romanian streamers. The only way they could get rid of him was to use the ultimate weapon – Old Spice deodorant.

In only one week the activation reached 93% gamers in Romania with 4x higher engagement rate than any previous brand activation. The sales increased by incredible 65%. Not bad for a smelly and annoying skunk.