Old Spice | Pimp the Extreme Ninja Master Runway Chef Ink Tank Factor Has Talent Brazil

The brand launched a new deodorant called “Cabra Macho,” a term that younger audiences could perceive as outdated and sexist.

Prevent the product name from becoming a barrier that would keep young consumers from embracing the launch.

Ridicule the term and reframe it in a way that would be perceived positively by Gen Z.

Bronze Lion in the Entertainment category at Cannes Lions 2018; Gold in the Idea category at the 2018 Andy Awards; Gold in Entertainment at Wave Festival 2018; Bronze in Film at Wave Festival 2018; Bronze in Branded Content at the 43rd Brazil Annual Advertising Festival.