Description

Our challenge was to drive awareness and sales of Old Spice Shower Gel in Kazakhstan. We decided to tackle a major social insight. For men in Kazakhstan it's cool to show off your boxing skills, to demonstrate your wealth and important connections to get the approval of your elders. But it is not cool to spend any effort on how you smell, hence, many men do not even shower regularly. Such values are still imposed by society in Kazakhstan and it is difficult for the younger generation to change things. Practically none of the influencers and artists take the courage to speak out about such problems, except Irina Kairatovna! They are not afraid to ironize on the boldest topics and speak the same language with people. That’s why Old Spice teamed up with Irina Kairatovna to introduce the audacious new hero, Beka. Beka joins the iconic Cheena to redefine smelling like a man in a cool manner. In the music video "Aidakhar" we challenged the toxic stereotypes of masculinity familiar to every Kazakhstani. We proved that you can smell nice and still be a man. In less than three months the music video gained more than 80 million views, entering top 20 trending music videos in the world on Youtube. Our collaboration created a format that people now can use to share what they think about masculinity with a touch of humor. We sparked the creation of more than 2,7 million UGC content using our track “Aidakhar”. Hundreds of thousands of people created parodies about toxic masculinity and showed their own modern way for a man to be cool. Helping an old lady, graduating from a university with high marks, avoiding a conflict and of course smelling nice - this is cool for men now. Such unprecedented media reach drove Old Spice sales to record high. Remember – it is cool to smell nice.

Credits

Client Procter & Gamble: Yulia Vasileva, Dinmukhamed Adilbekov
Creative director NOTO Agency: Malik Zenger
General producer NOTO Agency: Mariya Mun