Cannes Lions

Youland

WIEDEN+KENNEDY, Portland / OLD SPICE / 2017

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Overview

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Credits

Overview

Description

We created a video game experience that was so interactive you didn’t just play the game—you literally were the game. Leveraging Facebook Connect, we created a one-of-a-kind customized video game featuring you as the star and your top Facebook friends as your sidekicks, enemies, and love interests. Each game was a totally unique, personalized experience.

Execution

Youland is a customized video game by Old Spice that stars the most handsome and heroic hero in the universe: you. Log in with Facebook and you and your friends will automatically be turned into video game characters and dropped into a world full of talking animals, wooden VR headsets, a mutant car hybrid of yourself, and more. Old Spice spokesmen Isaiah Mustafa and Terry Crews both make cameos and usher you through your new life as a video game hero. And since the game’s world customizes itself based on your location, your school, your age, your interests, and more, no two games are alike.

Outcome

We drove awareness, and more importantly engagement, by getting guys to interact with the virtual worlds of our scents: Swagger, Timber, and Bearglove.

126,000,000 impressions

4:10 average playing time

4.34 total years spent playing

Similar Campaigns

12 items

Old Spice | "Hang On" :30

WIEDEN+KENNEDY, Portland

Old Spice | "Hang On" :30

2022, OLD SPICE

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