A more than needed tribute to your armpit.

The armpit has played a significant role in human achievements, from appearing in paintings to being present in every sport. However, despite its importance, it remains an underappreciated part of the body. As a brand that prioritizes every man’s armpit, Old Spice could not let this go unnoticed. That is how “THE YEAR OF THE ARMPIT” was born, a campaign that celebrated this often-overlooked body part on Instagram for an entire year through art, music, film, and even showcasing parents’ armpits. To make the armpit stand out in a visually-driven platform like Instagram, we used Old Spice’s well-known surreal humor to recognize its achievements through illustrated digital posters every month. The campaign successfully increased engagement and followers while raising awareness about the vital importance of the armpit in our daily lives.

Awards

ADC – Bronze - Digital Series / Illustration

One Show – Merit - Craft

LIA – Silver - Design

Ojo de Iberoamérica – Silver - Design, 1x Shortlist

CdeC – Silver - Craft

El Sol – Silver - Design

Cannes Lions – 1 Shortlist