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Rock Face has launched its first multichannel campaign, The Great Unwashed, encouraging male festivalgoers to skip the showers at Reading and Leeds and rely on its new 72-hour antiperspirant. The campaign invites attendees to join the tongue-in-cheek movement and support a petition calling for improved campsite shower facilities. Built around the brand’s positioning as a source of confidence for men, the campaign spans outdoor advertising, paid social, influencer activity, CRM communications and a video-led social push. The idea plays on the familiar behaviour of festivalgoers avoiding long shower queues, turning it into a humorous platform to promote the new product while advocating for better festival facilities. The campaign forms part of the brand’s wider push to challenge conventional deodorant advertising with irreverent, culturally relevant ideas.Teams spotlight
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