THE CHALLENGE:

Schmidt’s needed a big, splashy way to inspire traditional deodorant users to switch to Schmidt’s all-natural stick.

THE INSIGHT:

Show progressively-minded consumers that their current deos are full of old ideas—from how they’re marketed using super outdated “masculine” and “feminine” stereotypes, and even include totally unnecessary chemicals like aluminum. 

THE IDEA:

We partnered with stereotype-defying, activist/athlete badass Megan Rapinoe to show that Schmidt’s is #MadeForEveryone. She flipped the tropes and conventions from every traditional deodorant on their head to show everyone there’s a New Spice in town. (And yes, we did Tweet at the Old Spice guy Isaiah Mustafa challenging him to make the switch.)