The Old Spice Museum of Manliness

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.