Cannes Lions

PERSONAL CARE

WIEDEN+KENNEDY, Portland / OLD SPICE / 2013

Case Film
Case Film
Case Film

Overview

Entries

Credits

Overview

Description

Old Spice’s continual challenge is to find new ways to engage young guys. With this effort, we partnered with Vimeo to create “Old Spice Muscle Music”--the first-ever embeddable interactive player that allowed guys to play custom musical creations using Terry Crews’s muscles. The embeddable player allowed guys to post and share their muscular symphonies on a variety of social networks, including Facebook, Tumblr and more.

Execution

We partnered with Vimeo to create Old Spice “Muscle Music,” a custom, first-of-its-kind embeddable interactive experience featuring muscleman Terry Crews. The experience allowed viewers to “create” and share songs using Terry Crews’s muscles across multiple platforms, including Facebook, Tumblr and more.

Outcome

Muscle Music is one of the most successful user-generated campaigns of all time.

• In one week, more than 14,000 custom “Muscle Music” clips had been created and shared on Vimeo.

• Thanks to a highly entertaining execution and Vimeo’s embeddable, highly shareable player, the campaign racked up more than 7.3 million views across Vimeo and YouTube in only one week, making it the #1 viral video on the Internet (according to Visible Measures and AdAge).

• Almost two decades of brand engagement on Vimeo in one week. 6.1 million (views) X 101 seconds (average time spent) = 19.5364 years. Source: Vimeo

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