To launch the brand new Old Spice fragrance, we created Pimp The Extreme Ninja Master Runway Chef Ink Tank Factor Has Talent Brasil: the reality show of reality shows. For one month, brave contestants competed for the title of the greatest fashion-cook-singer-entrepreneur-artist-mechanic-designer in Brazil in challenges that combined the best and the worst of every reality show ever made. P.T.E.N.M.R.C.I.T.F.H.T.B was broadcast on prime time on TNT, Warner and SpaceTV, Brazil's major cable TV channels.

Through a partnership with Turner (Brazil's lead PayTV broadcaster and a major reality show distributor), P.T.E.N.M.R.C.I.T.F.H.T.B aired on prime time on 2017's Q4 on TNT, Warner and Space Channel alongside a strong delivery on digital channels belonging to the brand and the broadcasters. The episodes were re-ran in the evenings and were also promoted to our audiences via Twitter, Facebook and YouTube.

We first released video teasers to prepare the audience for the show. After a few weeks, the first episode was launched and promo videos promoted it to the target audience. Weekly episodes and promos were aired for a month. After the season finale, backstage videos, a best moments recap and a season marathon were broadcast to the show's fanbase online and on Turner channels. Including all of the media channels, video teasers, vignettes, commercials and

episodes, we achieved a total of 110 million impacts.

Broadcast exclusively in Brazil, we reached 20 million people in our target base (Brazilian male youth) and a total of approximately 31 million people (PayTV and digital combined) with the show.

On the season finale, we reached the highest rating amongst the target audience on PayTV.

70% of the interactions and comments were positive (28% neutral). Most of these users were rooting for one of the show's participants, talking about the product itself or demanding a second season from Old Spice.

Including all of the media channels, video teasers, vignettes, commercials and

episodes, we achieved a total of 110 million impacts. Impact increased by 50% during the project.