Old Spice was entering a new market in Brazil and wanted to introduce its stick deodorant as the ultimate tool to take care of men's armpits in the most provocative way possible. Our objective was to get men to look at their armpits through a ritual of care, with Old Spice as a trigger for this. We wanted the public to change behavior and discover Old Spice Stick as an enabler of this new era of armpit care. For us, armpits are a serious business and should be treated in an epic way.

We built Sovacaria, the perfect place for armpit care. A place where people could come and get their armpits a worthy treat and stylish armpit dos developed by country’s greatest barber, Ariel Blindado. And, since an armpit barber is nothing without his tools, we developed them too – including a barber chair designed especially to ensure our clients receive the treatment with arms wide open.

Our focus was on the Northeast region of Brazil, targeting young men. To reach that, we opened the armpit barbershop in Salvador, one of Brazil’s fashion capitals. Since Salvador is also the city with the biggest POC population in the country, the armpit hairstyles chosen are also inspired by hairdos that are culturally relevant to the target audience.

From January 20th to January 30th, we held the world’s first ever armpit barbershop open to the public for free. From the thematic decoration to the specific tools and chairs, all was created from scratch with the objective of making the armpit barber’s job the most professional and caring. Our ambassador and first ever armpit barber was Ariel Blindado, the country’s most famous barber, who also helped us develop all the armpit hairdos. After the activation, we also released tutorial contents, aiming to teach people how to do the armpit hairdos by themselves, at home.

34.8 MM impacts; 32.7 MM views; 25% on brand’s followers growth; 400% increase on brand reach though its social channels; 487.8 total engagement (239k on influencers + 495 on Instagram + 248k on TikTok); 91% positive sentiment on social media.