Radio is the second largest medium in the Philippines. In a sea of heavy advertising competition in the summer, how can a challenger brand like Old Spice stand out? While bigger brands crammed FM radio stations, we owned everything else that no one did: the sound of static. Millions of Filipinos spend long hours commuting in the sweltering heat, with the radio as their only source of entertainment. We saw this as an opportunity for Old Spice to give listeners the feeling of freshness during the hottest time of the year.

Old Spice hijacked radio frequencies that played nothing but static and promoted them as new radio stations that can make listeners feel cool. The cool thing about static is that it literally sounds cool. Like pouring rain. Cascading water. Strong winds. And this sound can provide relief from the heat the same way ASMR and white noise induce relaxation. With the power of suggestion and a bit of imagination, listeners can escape the heat using mind (or ears) over matter.