The Old Spice Museum of Manliness

February 15th, 2012 by Dan Barczak

P&G Old Spice Loft Space from The Big Media Company on Vimeo.

Old Spice isn’t your grandfather’s scent anymore, and P&G asked their employees to prove it. They challenged their team to take the iconic buoy bottle and design, decorate or modify it to represent a killer cologne a youthful man would die for (or at least want). Hyperquake joined in on the competition and partnered with P&G and Landor to create an eclectic “Museum of Manliness” gallery space in Cincinnati’s Over-The-Rhine, to display the final buoy bottles and serve as an ideal man hangout where boys can be boys.

We had a lot of fun with this one and got a chance to take some risks thanks to the creative freedom in working with an awesome team in Old Spice and Procter & Gamble. For example: transforming a chandelier into a mandelier by hand-wrapping it in nautical rope; shaving a graphic into a wall of fur; a taxidermy matterhorn jumping out from a giant landscape painting of one of Old Spice’s signature matterhorn scent; painting a clawfoot tub Old Spice red and filling it with product swimming in gold coins; finally, the Old Spice Museum of Manliness wouldn’t have a small mantle to display the amazing custom bottle designs by P&G and agency folks, it would have a ridiculous 30 foot mantle sitting proudly above a synthetic wind-blown flame.

The collaborative nature of this project, with a long leash of creative freedom from the P&G team, really allowed Hyperquake to do what we do best: create. Thanks to all involved, and kudos to agency collaboration in Cincinnati. There is a groundswell of collaborative enthusiasm here in town, and we realize that beyond our scope of daily work, we’re a city with immense passion and energy to truly capture the potential of many brands, big and small, who seek Cincinnati for true Brand Evolution.

Although it’s not open to the public, stop by 14th and Vine in OTR to take a peek at the Manliness.

#cheers to Soapbox Cincinnati and The Big Media Company for the buzz.

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