In every respect it was a risky endeavor.

The product was Degree for Men, and the mission was to create an integrated campaign for around $20 million that would increase the brand’s sales faster than the whole deodorant/antiperspirant category. To do it, the planning team at MindShare, a global media agency with WPP’s GroupM, had to find an exciting environment in which to place the brand’s message; an environment that would appeal to its audience, but in a different way than other male-targeted products.

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