COLLECTIBLE TRADING CARDS

The 'smell 'em who's boss' wax packs were a tangible social element inspired by the original ads. Each pack contained ten cards, featuring an activity card and a custom sticker, paired with a Desperado and Swagger scented 'smell stick' reminiscent of the stale pink gum often found in vintage trading card packs. To maintain the allure of card collecting, we added a puzzle on the back of each card that, when assembled, formed a larger brand image.

These packs were showcased on Old Spice's Instagram feed. Fans who successfully solved the puzzle were rewarded with these physical packs delivered to their doorstep, fulfilling all their ad based archiving desires.

Design/AD: Curtis Pachunka CW: Ansel Wallenfang Illustrator: Zack Wallenfang
CD: Matt Sorrell CD: Ashley Davis Marshall
AD (In-store key visual): Lawrence Melilli