John Maskell Bell
CONCEPT | COPY | BRAND

What?

Sponsorship campaign for the 2005 Ashes Test Series starring Freddie Flintoff as the brand hero.

 

How?

The big idea: ‘No sweat’. A simple shared philosophy between a top brand of men’s anti-perspirant and England’s famously cool, calm and self-assured cricketer. We used this to great effect in a series of reactive and tactical ads throughout a hotly contested Ashes series. Fortunately England won.

 

Where?

Press / ambient / retail