Grime’s never smelt so good. We dropped a diss track on young men.
At the heart of the campaign is the diss track, “Big Man Ting,” written and performed by grime legend Chip. Mostly cussing boring, generic deodorants and the boys that all wear them, it also gives a cheeky nudge to an audience still clinging to their school days, to level up.
Instead of advertising a brand, we promoted a song.
5720 comments
1730 Shazams
220% sales increase
And it was picked up like a song.
2.9 Million views on YouTube
79 Million impressions
49 Radio plays
