Cannes Lions

THE MOST EPIC SEAFARING LEGEND EVER TOLD

LEO BURNETT, Madrid / PROCTER & GAMBLE / 2021

Awards:

3 Silver Cannes Lions
2 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Background

How can we make people understand how epic the new Old Spice Captain makes you smell if there is nothing we can compare its fresh sea-inspired smell with?

And how can we do this and generate engagement at the same time?

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.

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.

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.

Outcome

It got to 1500 active users organically and generated 12000 interactions, and followers raised +15% during the campaign.

Total brand sales increased 3%.

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