Turning Old Spice into a grime release

Old Spice’s UK launch wasn’t going to be “another ad.” RCP came to us with a wilder idea: drop a grime track with Chip and treat it like a music moment, not marketing.

As RCP’s production partner, we made it real. Chip recorded the track, we led the music video and shoot, then built the entire campaign ecosystem around it: TikTok cuts, YouTube edits, bold OOH nationwide, all crafted to land like the next big release, not a brand whispering “please like us.”

The impact? A full-blown cultural splash: 6M video views, 72M impressions, 45+ radio plays, 15% sales uplift in month one, plus a Campaign BIG Award.

all things: turning briefs into bangers