Old Spice: Big Lavender Game

Objective

Old Spice introduced a lavender body wash variant—an unconventional fragrance choice for a masculine grooming brand. The campaign needed to make lavender appealing to male consumers through entertainment. The brand partnered with agencies to create a memorable interactive experience that would drive awareness and trial of the new product line.

Solution

The Big Lavender Game is an over-the-top first-person shooter featuring Tevin Garromondi, a retired lavender tracker pulled back for one final mission. Players shoot lavender and mint while avoiding environmental objects (mobile phones, famous paintings, fidget spinners) across three levels, filling Old Spice body wash bottles. The game employs cartoon detective-noir aesthetics with animated cutscenes that advance an absurdist narrative. A bonus round offers traditional target-practice gameplay with floating mint. The experience combines arcade-style shooter mechanics with brand storytelling through humor and visual spectacle.

Results

Not published.