AgencyWieden & Kennedy Portland
SectorFMCG and Cosmetics / toiletries
The "residue is evil" print campaign, also supported by TV and viral work, shows three men in sweat-inducing environments, blissfully unaware that their armpits are slandering their characters.
One man is shown relaxing in a sauna as his deoderant residue protrudes from each armpit and spells out "Stupid weirdo".
In the second, a man chatting to a girl on a basketball court is let down by his residue-laden armpits which tell his companion that he is a "nasty chump"
In the final ad, a man stands waving on a beach with the word "idiot" trailing from his suspended arm.
The campaign aims to highlight the residue-free Ever Clear deoderant.