What do Old Spice and Arby’s have in common? A shared love of the color red and not much else...that is, until we discovered unexpected synergies that tackle a centuries-old problem: the meat sweats. A problem that plagues any carnivore, stopping them from enjoying all the meats.
It’s time for meat to meet Meat Sweat Defense from Old Spice. And to announce the meatiest, unsweatiest partnership to the world, we’ve created the ultimeat crossover campaign. It’s an Arby’s commercial that’s an Old Spice commercial where miniature Isaiah Mustafa climbs roast beef and gets the Arby’s guy (Ving Rhames!) biiiiig mad.
Au jus ready?
Role: Art Director
CDs: Erik Farenkopf & Sara Phillips
Copywriter: Sai He
Art Director: (Partnership Idea) Jahmal Landers
Director: Ruganzu “Riggs” Howard
Agency: Wieden + Kennedy Portland
It all began with a simple tweak…
Then we asked ourselves, if you could live your ultimeat dreams, what would you do? The answer was simple, climb a metaphorical but real meat mountain sized sandwich.
If you thought we could do this without making a set of meat sweats, you’d be wrong.
Luckily, people ate it up.
We worked with Old Spice PR to bring MEAT SWEAT DEFENSE to the beefy masses with a dumb stupid merch drop that sold out in 3 hrs and now resells for 4x retail on electronic bay dot com. Thanks to Hypebeast, Mashed, Ad Age, Adweek, Muse by Clio, et. al. for the pressstuffs. You’re welcome, Katie Dzwierzynski.
