Old Spice needed to build brand awareness through a new type of customer engagement instead of their usual tv spots and super comedic campaigns. We created a new-to-world interview series called "Level Up of Legacy " with its own video games and IRL experiences that brought the Old Spice brand to new consumer touch points they were not yet reaching in the African American audience. The series brought in an established legend serving as a host to interview an aspirational guest who has attained mainstream success, but are still looking towards the future to build their legacy.

Old Spice has a history of positive masculinity and diversity over the past decade, but still under-indexed with African American Men, this was a huge opportunity to grow the brand and resonate with Black guy culture. Our equity is built on helping guys navigate the seas of manhood, but but mainstream media does not enough shine a light on leading African American men who have achieved great success and built their own legacy.

Evolve the silly, comedic tone to one of inspiration through real stories, yet still based in more authentic type of humor. We created our own video series where we immortalized famous and successful black men in their own custom video game. Fans were able to watch the celebrities play through their own lives. It sparked conversation and commentary far beyond the game, fueling life advice, and making for an interview series far more interesting than your average Q&A, which is just average. And because the games are fully playable to the public, fans could play the games for themselves online or in real life.

Forge a connection with African American guys aged 18-24 and Old Spice, by sparking a conversation about legacies and potential. START YOUR LEGACY, MAN. Old Spice arms you with the tools and confidence to help you make something of your immense potential. Mainstream media does not often enough shine a light on leading African American men who have achieved great

success and built their own legacy. We want to help tell their story. To tell these important stories, we need something to breakdown barriers and let conversations flow easily. Because the unique and entertaining activities in these shows let the guest and host really talk since their guards are down. So we did some exploring of our own. And as it turns out, African American guys are more likely to play video games and less likely to be represented in them. This led us to our idea ...

Old Spice presents Level Up Your Legacy: An episodic series where real life legends are interviewed while playing a real life video game, of their life. We created our own video series where we immortalized famous and successful black men with their own custom video game. Each level will be about a different challenge they've overcome in life and the successes that followed. By creating a video game to play and discuss we are giving Interview viewers additional content to engage with and enjoy. 3 Episodes with 3 Epic Games and 3 Epic Legends.

94% of respondents exposed to the content were able to recall the brand when prompted.

80% liked the new style of humor connected to Old Spice.

74% felt like Old Spice makes products for them after watching and increase in brand lift.

68% increase in purchase intent.