THE MOST EPIC SEAFARING LEYEND EVER TOLD
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
|
Credits
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.