J.W. Affourtit

Assignment: Make cosplay fresh

Task: Creative Direction

Company: Edelman

Results: 106M organic social impressions, and the best-smelling Comic Con to date

Turns out cosplay is stinky work…

So we made a…PSA. Telling fans all the places they could spray our whole body deo.

We collaborated with three male cosplayers on the campaign, everything from the jokes in the spots to the costume designs and had them film BTS content to share along the way.

When people saw our ad online, they called us to action.

We took our F.R.E.S.H (Fandom Response Emergency Scent Handling) to New York Comic Con and created a Dove Mens Repair and Refresh booth where con attendees could repair their costume or banish their BO. Our F.R.E.S.H team handed out samples on the floor all 4 days of NYCC. We brought our Cosplay Men with us to help spread the word and the people LOVED it.