Project brief: The objective was simple: to create posters celebrating the reinvention of the Old Spice brand and dominance of the world. Over the course of a multiple-year campaign through Antarctica, Landor was tasked with redesigning and renewing interest in the Old Spice brand. In a glorious celebration of an overwhelming victory, the team threw dynamite into the air and screen-printed posters.

Approach: With such a lengthy quest, the team chose to get right to the point: print posters with the blood of imaginary creatures using iconic brand elements and forms that celebrate masculinity and insanity. A man wondered what a deodorant stick would taste like on a sandwich, so he found out. Apparently it didn’t taste well but his breath smelled wonderful (please do not ingest deodorant). A body wash with tentacles, a cement truck carrying the wonderful scent of man and astronauts returning from their voyage to the moon all exist within this new Old Spice poster world.

Effectiveness: In this postapocalyptic world with an economy based on Old Spice sticks, the people all smell much better and are much cleaner than they were in Mad Max. This new environment is actually very nice considering the apocalypse and all. Everyone has nice posters for their wall. Culture is more manly, has a good sense of humor and loves to give everyone high fives.

“In this postapocalyptic world with an economy based on Old Spice Sticks, people all smell much cleaner than they did in Mad Max.”