The most epic seafaring legend ever told

Old Spice

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.

Here is the full legend created with the help of Old spice’s Instagram follower during the whole month of campaign.
Yes, It’s 30” long, but it’s worth it. Give it a try.

If you speak Spanish you can check the full digital campaign here:

Part 01 | Part 02