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

SMELL LIKE IF YOU HAD LIVED THE MOST EPIC SEAFARING LEGEND EVER TOLD

(SMELL LIKE) If you had…

fallen unconscious into the water after being hit by a boomerang you threw in 1937 that came back unexpectedly, then travelled for days on an eel, beaten a giant octopus with pectorals, and then saved a town of male sirens from the eruption of an underwater volcano, by calming it down singing a lullaby.

Scan the QR code and listen to the full story.