The most epic seafaring legend ever told

Old Spice

An Epic Journey

Old Spice Captain smells so legendary that it deserved a story to match. So, we set out to create "The Most Epic Seafaring Legend Ever Told." On Instagram, we recruited 1,500 users to serve as our crew, giving them the power to dictate the plot and even lending their own faces and bodies to the characters through their photos. Each week, we illustrated new chapters in real-time based on their decisions, bringing every bizarre maritime detail to life.

The whole story ultimately became an epic audio novel distributed on Spotify and IGTV, while the final massive illustration served as the foundation for our print ads and supermarket displays, inviting everyone to smell like they had actually lived the most epic seafaring legend ever told.

Awards

Cannes Lions – Silver - Print, 2 Shortlists

Eurobest – Grand Prix - Print, Gold - Print & Publishing, Silver - Radio

LIA – Gold - Print, Silver - Poster, Bronze - Design, 1 Shortlist

D&AD – Graphite Pencil - Illustration

ADC – 2 Merits, 1 Shortlist

El Sol – Gold - Production

FIAP – 1 Silver, 2 Bronzes

Ojo de Iberoamérica – 4 Bronzes, 2 Shortlists

ADC*E – 1 Silver, 1 Bronze

CdeC – 3 Shortlists

Lurzer’s Archive – 1 Print of the week, 1 Cover Magazine

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.