Dove Men+Care | Marshawn Goes _EASTM _DE

Dove Men+Care Whole Body Deo gets rid of B.O. everywhere. So we invited Whole Body Deo spokesman and football superstar Marshawn “BEASTMODE” Lynch to drop the B.O., too.

Marshawn went _EASTM_DE with limited edition whole body merch collab kits, each featuring an _EASTM_DE hoodie, shorts, and socks (inspired by Whole Body Deo’s three main points of coverage—pits, privates, and feet.)

TEASER

Prior to launch, Marshawn shared an unbranded teaser video, mysteriously removing the B and the O from the storefront of his BEASTMODE store in Las Vegas, accompanied by the caption “I’m going _EASTM_DE.”

Keeping our campaign as authentic to Marshawn as possible, our teaser had our star driving a scissor lift around the mall—a nod to him famously taking an injury cart for a drive around the field after a win as a college football star.

Launch

Following our teaser, it was time for the big reveal. Marshawn posted a video explaining the concept and unboxing his new merch.

As another authentic nod to Marshawn, we included a sculpture alluding Marshawn’s iconic touchdown celebration pose—with a fun twist: adding Whole Body Deo to his hand.

The Merch

Eastmde.com & _EASTM_DE IRL

We created a landing page where our audience could learn more about Whole Body Spray and our campaign, linking to Marshawn’s Beastmode online shop to purchase kits.

We also made _EASTM_DE kits available for purchase in-person at Marshawn’s Beastmode Las Vegas and Hearth Seattle stores, temporarily transforming the Beastmode store into an _EASTM_DE location.

Marshawn goes _EASTM_DE on his podcast

Marshawn talked about his collaboration on his Get Got podcast. You’re going to want to watch this.

Executive Creative Directors: Andrew Simon and Megan Skelly
Group Creative Directors: Brian Wood and Bernardo Gomez
Designers: Evan Dullavin and Chris Perry