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…

been spit out of a giant sea beast together with a giant arm that once was yours but now is mutant and has its own life, and while fighting against it you somehow manage to reset it on your muscular body, and the you disappeared to become a legend.

Scan the QR code and listen to the full story.