THE MOST EPIC SEAFARING LEYEND EVER TOLD
| Title | THE MOST EPIC SEAFARING LEYEND EVER TOLD |
| Brand | PROCTER&GAMBLE |
| Product/Service | OLD SPICE |
| Category |
B01. Brand & Communications Design |
|
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 |
Cultural / Context information for the jury
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
The quest of a man trying to get back the arm that a sea beast took from him.
On Instagram, we co-created a story together with 1500 users, that decided how it developed and even put face and body to characters sending photos.
Each chapter was illustrated week by week, and all of them became one big painting that tells the whole story, where users could see all details described in the story, while also listening to it. This painting also became a poster to promote the audiobook and the campaign: SMELL LIKE IF YOU HAD LIVED THE MOST EPIC SEAFARING LEGEND EVER TOLD
Tell the jury about the art direction.
The challenge for this art direction was how to keep the Old Spice tone of voice while creating a new version of its universe in a seafaring legends illustration code, both on off and online worlds.
Additionally, we needed to reuse every resource so we had to create unique illustrations that could be used anywhere.