2020 Winner

CASE SUMMARY

FCB went medieval to promote the allnatural deodorants of challenger brand
Purelygreat. With dark humour befitting a Monty Python sketch, two long-form online spots make the case that while medieval peasants may not have been ready for a “natural salve to counteract the body’s foul odours,” the world is now a different place. In one spot, a man and a woman question how another woman toiling in the fields can remain fresh-smelling – eventually deciding that she must be a witch. (True to form, they chase her down and ultimately burn her). The second spot takes a not-sosubtle jab at competitor Old Spice, as the same cast of characters discuss a secret “unnatural” concoction of “old spices” that has inadvertently led another man to lose his mind. The commercials end with the tagline, “A natural deodorant for a world that’s finally ready for a natural deodorant.”

Credits

Chief Creative Officer: Nancy Crimi-Lamanna and Jeff Hilts
Group Creative Director: NA
Associate Creative Director: Marty Hoefkes and Michael Morelli
Art Director: Michael Morelli
Writer: Marty Hoefkes
Account Management
VP, Managing Director: Tim Welsh
Production Company: Someplace Nice
Executive Producer: Chilo Fletcher
Line Producer: Chilo Fletcher
Director: Pete Henderson
DOP: Jackson Parrell
Editing House: Rooster Post
Editor: Chris Parkins (Witch), Joey Whitelaw (Competitive)
Transfer Facility: Alter Ego
Colourist: Wade Odlum
Online Facility: Fort York FX
Music House: TA2 Sound + Music
Music Track Director: Drew Frohmann
Engineer: Dave Clarke