NO MORE F.O.B.O.
THE BRIEF
Launching Degree’s new range of whole body deodorant, whilst reframing how people think about personal hygiene with a bold and unmissable 360 campaign.
THE IDEA
Smashing the stinkma by voicing an uncomfortable truth: every body smells.
Without tiptoeing around the subject, we created a joyous, balls-to-the-wall film featuring boobs, balls, bums and all kinds of smelly bits.
Celebrating the nooks, crevices, flaps and folds we break the fear that BO holds - normalising the conversation around body odour. The global campaign launched in the US in December, and in the UK and across the world in 2025, supported by a series of activations, OOH and social.
As part of the UK launch of the campaign we created a high-impact out-of-home activation introducing the new range.
Scented with oils, the 48-sheet poster encourages passers-by to stop and sniff the 'naughty bits' of a man and a woman depicted on the poster. The poster was placed in London’s borough of Camden, and aimed to drive conversation about the campaign as the product hit supermarket shelves.
Reactions to the high-impact billboard were be captured on camera for use in a social media campaign.
