Old Spice: 4 1/2 Weeks to Save the World
Open the game- Brand
- Old Spice
- Year
- 2012
- Objective
- Awareness
- Industry
- Beauty
- Mechanic
- Action
- Platform
- Web
- Agency
- Powerhouse Animation
- With
- Adam Atomic
- With
- driftlab
- With
- Wieden + Kennedy
Objective
Old Spice launched a branded game campaign to promote its Champion scent by capitalizing on the December 21, 2012 Mayan doomsday prophecy. The campaign enlisted NBA legend Dikembe Mutombo as a global brand ambassador to create an entertaining, real-time interactive experience that would drive brand awareness and engagement through humorous, topical storytelling.
Solution
The campaign consisted of a series of five browser-based game chapters released weekly over four-and-a-half weeks, each featuring a different apocalyptic threat for Dikembe Mutombo to overcome—including a dance craze, vampire invasion, and alien attack. Designed in the style of classic 8- and 16-bit arcade games (Battletoads, Gradius), each mission allowed Mutombo to voice his character and comment on current events and trends such as economic issues, consumerism, and pop culture. The game was embeddable directly on partner websites, with missions reflecting real-time news and events occurring during the campaign period.
Results
Not published.
