Old Spice Adventure “It” Girls
Though I’m definitely not the target for Old Spice, I’ve been really impressed with the way the brand is reinventing itself. A good friend of mine at Paine PR, Jackson Jeyanayagam, has been working on a pretty cool integrated marketing campaign and given there’s a cool “it-girls” tie-in, I couldn’t resist sharing.
Old Spice teamed up with Olympian Snowboarder Gretchen Bleiler and Pro Surfer Anastasia Ashley to launch their new Fresh Collection deoderants, inspired by adventurous places around the world. The campaign involves sending an intern on scent-ventures to the snowy peaks of Matterhorn and the sunny beaches in Fiji (take me, take me!). The above video is the behind the scenes photo-shoot for the campaign. Here’s a video kicking off the search for the Old Spice Adventure intern showing a “candidate” who looks to be the worst ever…
Pssst….want to apply or know someone who should? Old Spice is accepting applications at http://oldspiceadventure.com.
To be honest, despite the fact one of my favorite movies in highschool was Blue Crush, I don’t really follow snowboarding or surfing as professional sports. I didn’t know much about Gretchen or Anastasia, but instantly got that “I want to be friends with them” feeling after seeing them on video. After doing a little digging, I found out they both have collaborations in the fashion space.
Gretchen’s (shown above) fashion sense was most recently showcased in the Barbie I Can Be campaign, where she was one of ten power girls chosen to become a Barbie (also included Tavi and Rachel Roy, among others). She also designed a collection for Oakley, which Paris Hilton was recently seen wearing it head-to-toe.
Anastasia (above) has done collaborations with Airwalk and is currently working on some other exciting projects (stay tuned). In the meantime, check out her Walk Walk Fashion section of her website. Who knew the stylish surfer also has her own personal style blog?! Love it!
Photo Credits: GretchenBleiler.com, AnastasiaAshley.com
they give me that same vibe- i want to hang out with both anastasia and gretchen so badly after seeing them in those videos! what gorgeous girls.
Smells like the work of Wieden&Kennedy!
http://pinkdossier.com
That’s some inspirational marketing. Good for Old Spice for leaning into the future.
Whoa. so rad, they are both so stylish.. Not your typical frumpy athlete, lady like and fierce!
Hey Jordana.. so one of my friends actually applied for this on the guy end of things. Did Jackson help come up with this concept? It’s some really incredible PR at work here
let me know..
The Old Spice ads from Tim and Eric run from hilarious to entirely bizarre but I think they are really smart for moving an older brand into this younger viral territory!