| Title | CHAPTER 9 |
| Brand | PROCTER&GAMBLE |
| 9 of 10 Campaign |
| Product/Service | OLD SPICE |
| Category |
A01. Consumer Goods |
|
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
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 so that users could see all details described in the story.
Once finished, the audiobook version of the story was created. These print ads were mainly used to promote it, but also to communicate the epic smell of the Old Spice Captain, explaining a bit what happened on each chapter under the line:
SMELL LIKE IF YOU HAD LIVED THE MOST EPIC SEAFARING LEGEND EVER TOLD
Translation. Provide a full English translation of any text.
SMELL LIKE IF YOU HAD LIVED THE MOST EPIC SEAFARING LEGEND EVER TOLD
(SMELL LIKE) If you had…
gone on board a ship more perilous than the Nautilus I,�more perilous than an Alaskan crab boat, and more perilous even than the ship that killed the iceberg that killed the Titanic, on the most perilous day in the world, in the most perilous port in the world, wrapped in a towel and only having one arm, to go on a quest to find the creature that ate the arm you are missing as (IF YOU HAD LIVED THE MOST EPIC SEAFARING LEGEND EVER TOLD)
Scan the QR code and listen to the full story.