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Purelygreat Natural Deodorant: Competitive

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It's estimated that between 40,000 and 50,000 people were burned for witchcraft during the Middle Ages, punished for seemingly minor transgressions like talking to themselves, being a poor public speaker, or perhaps even smelling better than their counterparts. The latter, at least, is the premise of one spot in a striking online campaign developed and directed by Pete Henderson of Toronto-based production company Someplace Nice for Purelygreat, a Canadian company that produces all natural deodorants. The "unpleasant" spots, which are full of the sounds of squelching mud and buzzing flies, plus visuals of bad teeth, dirty faces and sloshing fluid of an indeterminate nature, feature two peasants working in the fields and complaining about how bad they smell. At the same time, they regard the natural solutions of the day with skepticism, believing them to be either the product of witchcraft or the cause of debilitating illness. The spots conclude with the tagline "A natural deodorant for a world that's finally ready for a natural deodorant."
Credits Other credits

Casting Company: Jigsaw Casting

Casting Director: Shasta Lutz

Editorial Company: Rooster Post

Editors: Chris Parkins (Witch) + Joey Whitelaw (Competitive)

Editorial Company Executive Producer: Melissa Kahn

Post Production VFX & Online Company: Fort York VFX

Post Production Creative Director: Mike Bishop

Post Production VFX Artist: James Marin

Post Production Producer: Armen Bunag

Post Production Executive Producer: Sam McLaren

Colour: Alter Ego

Colourist: Wade Odlum

Colour Executive Producer: Greg Edgar

Music & Audio Company: TA2 Sound + Music

Music & Audio Creative Director: Drew Frohmann

Composer: Oliver Wickham

Chief Engineer: Dave Clarke

Music & Audio Executive Producer: Dana Gadsden

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