Old Spice
During my tenure at Wieden+Kennedy I oversaw digital strategy for Old Spice. We built a giant robotic controllable squid in partnership with Media Monks, leaned in to live-streaming via Simu-Date-Her, and drove engagement with the NFL through Von Miller themed live-reaction GIFs.
S.Q.U.I.D.
As a unique way of introducing the Krakengärd Wild Collection (“for seafaring adventurists”) – their new line of men’s bath products, we teamed up with MediaMonks to build a robotic Kraken that could be controlled over the internet through a video game interface by eight people at one time. The project, known as S.Q.U.I.D. (Shared Quests Uniting Individual Dudes) broke Twitch’s all-time record for brand live-streamed content.
Awards: FWA of the Day
Old Spice - NFL - Von Miller - Giphy
For the 2016-7 NFL season, we created an NFL response campaign centered around the Old Spice spokesman, Von Miller. Repurposing still photographs we partnered with several creators to make game-moment related GIFs which were then tweet out by @oldspice during each Bronco’s game.
The GIFs were collectively viewed over 150MM times and Old Spice NFL engagement on social was up over 300% YOY.
Old Spice "Sim-U-Date-Her" Live Stream
Valentine’s Day can be tough on young guys. To help, Old Spice created the first of its kind date simulator, aka Old Spice’s Sim-U-Date-Her. Days before V-Day, we went live on Facebook and let fans control the actions of a dude on a date and test our their dating skills.
