Old Spice Says Goodbye to Winter and Hello to Spring with a Fresh Start Campaign

A Perfect Blend of Creativity and Local Expertise

This campaign is a celebration of everything that makes spring feel just around the corner. Directed by the talented Marie Schuller from RSA Films, with the brilliant minds at Wieden+Kennedy Portland, the ‘Underfreshtimated’ project came to life with an infusion of humour, football, and plenty of freshness, all set against the stunning backdrop of Barcelona.

Imagine the warmth of the Mediterranean sun, the refreshing spring breeze, and the vibrant, playful energy of the city. It’s an experience that pushes winter behind and ushers in the season of renewal.

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A Special Touch: Cristo Fernández and the Charm of Barcelona

The campaign brings together a cast of incredible talents, including Cristo Fernández, best known for his role in ‘Ted Lasso’. Cristo’s charismatic performance added a dose of humour and charm that brought the project to life, while the city of Barcelona provided the ideal setting for such a unique and dynamic production. The city’s energy, combined with the local expertise from Camino, ensured that the campaign was not only fresh but also fully alive.

The ‘Underfreshtimated’ campaign is a perfect example of how Old Spice’s iconic freshness is brought to life through the lens of creativity and local insight. Every frame captures the essence of spring, turning a product campaign into a lively celebration of the season.

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Spring is Here, and We’re Ready for More!

As we say goodbye to the cold and welcome the warmth of spring, Camino reminds clients and collaborators that they are ready and eager to take on new projects. Whether you're planning something big or looking for fresh creative solutions, Camino is here to help you bring your vision to life with the same passion, expertise, and creativity that defined this campaign.