Men’s hygiene has evolved, bringing with it a different approach to grooming. Gone are the days when a shower, and cologne were enough. Men now understand the importance of self-care, and MANSCAPED is leading the charge with a new product - the Crop Preserver Ball Deodorant. Designed specifically for those sensitive areas, keeping them hydrated and smelling good. Our goal was to generate product awareness, so we leaned into the notion of smelling good down there. At its core, MANSCAPED Ball Deodorant helps men attract the right kind of attention. To dramatize that, we developed a humorous campaign using man’s best friend, and one simple truth that our canine companions are famous for sniffing crotches and MANSCAPED Crop Preserver Ball Deodorant finally gives them a good reason to.

This campaign's art direction brings street photography to life at its best. Inspired by the masters of the genre, we captured interesting characters embarrassingly unaware their balls might be attracting unwanted attention. We've frozen that precise moment when a curious dog sniffs the crotch area just before the person's reaction kicks in. We carefully art-directed each shot to feel as spontaneous as possible with actual wardrobe, no model casting, and authentic raw locations. The color was inspired by film stills from the '70s to match the golden age of street photography. The retouching was minimal, used only to erase other brands' logos. Every aspect of the art direction was crafted so the audience could engage as if they were just another bystander. The concept was so pure that all it took to pay off the images was a simple product pack shot in the corner.

The biggest impact was delivering this campaign with little to no budget. Our goal was to create breakthrough creative that didn’t cost much to make. Our total production budget was only $15,000. And that had to cover a two-day photo shoot in New York City, one of the most expensive places for production. That’s one of the reasons we leaned into the street photography style. That tiny budget had to include everything from the dogs to the talent and wardrobe as well as the cameras and the photographer. The ratio of production spend to media reach was a huge achievement for the client, as we delivered three unique images for OOH, social, print and digital media.