Cannes Lions

Dream Runner

WIEDEN+KENNEDY, Portland / OLD SPICE / 2017

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Description

Old Spice is so confident that the Hardest Working Collection is their most powerful collection ever made, they’re willing to offer people fleeting Internet fame and material possessions to put it to the sweat test. Introducing Old Spice Dream Runner: if you can run the shape of it, you can win it from Old Spice. Don’t worry. If you’re not very good at run-drawing, we will just interpret what we think it looks like. Perhaps a stuffed donkey head is in your future.

Execution

The result was Old Spice Dream Runner, a digital experience that tracked the shapes of your run so you could draw the prize of your dreams. Then, Old Spice would interpret that run-drawing and send you a prize that correlated to the shape of what you ran. We gave away prizes like an inflatable shark, a pair of monocles, and a classic Porsche. If you could dream it and run it, you could potentially win it.

Outcome

? Over 1,600 submissions

? 265 million site views

? 513 prizes given away

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