Title	THE MOST EPIC SEAFARING LEYEND EVER TOLD
Brand	PROCTER&GAMBLE
Product/Service	OLD SPICE
Category	A06. Audio Content
Entrant	LEO BURNETT Madrid, SPAIN
Idea Creation	LEO BURNETT Madrid, SPAIN
Production	LEO BURNETT Madrid, SPAIN

Name	Company	Position
Gastón Guetmonovitch	Leo Burnett Madrid	Chief Creative Officer
Juan Frias	Leo Burnett Madrid	Head of Art
Juan Frias	Leo Burnett Madrid	Creative Director
Carlos Mañas	Leo Burnett Madrid	Creative Director
Sara Alonso	Freelance	Illustrator
Alejandro Lopez	Leo Burnett Madrid	Community Manager
Vallivana Gallart	Leo Burnett Madrid	Designer
Marcos Romero	Leo Burnett Madrid	Copywriter
Alejandro Alvarez	Leo Burnett Madrid	Copywriter
Rodrigo Sevilla	Leo Burnett Madrid	Art Director
Santiago Schiappacasse	Leo Burnett Madrid	Art Director
Pedro Garcia	Leo Burnett Madrid	Head of print
Cristian Coca	Leo Burnett Madrid	Graphic Production

Why is this work relevant for Entertainment?

The Most Epic Seafaring Legend Ever Told is an audiobook, co-created with 1500 instagram followers, just to make everyone understand how Old Spice Captain makes you smell. It tells the story of Isaiah, who lost his arm to a sea beast and goes on the most epic and exaggerated quest to get it back, facing killer pirates, the Loch Ness Monster, biceps storms, punching fishes, muscular octopuses, underwater volcanoes, evil male mermaids, an eel, ninja ghosts and all the bearded pirates in history. Users put voice to some of the characters and even their face in the illustrated version.

Background

The new Old Spice Captain makes you smell so fresh and epic, that there was nothing in the sea that we could compare it with to explain its smell. But the brand needed to explain how it smells and engage with its online community at the same time during summer and generate trials among them.

Describe the creative idea

During 1 month, we co-created a story together with 1500 users, that decided how it developed and even put voice to the characters sending audio messages or face to them by sending pictures. With each participation, users had the chance to win a kit of Old Spice Captain. In the end, it became audiobook that tells the story of Isaiah, who lost his arm to a sea beast and goes on the most epic and exaggerated quest to get it back. Facing killer pirates, the Loch Ness Monster, biceps storms, punching fishes, muscular octopuses, underwater volcanoes, evil male mermaids, an eel, ninja ghosts on submarines and all the bearded pirates in history.

Describe the strategy

The new Old Spice Captain makes you smell so fresh and epic, that there was nothing in the sea that we could compare it with to explain its smell. So, we had to create that something: THE MOST EPIC SEAFARING LEGEND EVER TOLD It was a way to advertise the product while engaging our community and getting more followers

Describe the execution

During one month, we co-created the story together with 1500 users, on our instagram stories. Two chapters were created every week and illustrated for the beginning of the following one. Once the whole story was written, we recorded the audiobook version of it and released it almost a month later on our IGTV. Posters and printed materials were used to promote the listening of the story at supermarkets

Describe the outcome

-More than 1500 users participated directly, -There were more than 12000 interactions -And followers raised +15% during the campaign.