Mark

/Touch

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Old Spice wants to help men get over a silly stigma.



OLD SPICE
@ Wieden+Kennedy
Role ︎︎︎ Conception, Art Direction
Directed by Joint

Old Spice has always cared about men's health. So in Movember 2019, they decided to go deeper. "Touch" is a funny limited edition of Old Spice's deodorant. The big change? The bottom of the product activates the spray. A little push to get over the stigma around the rectal exam, which happens to be the best way to early detect prostate cancer. Guys, there's nothing wrong with putting a doctor's finger in your butt; it can actually save your life.






~ Yeah, we literally just flipped the packaging ~



Mark