Old Spice Vs. The Astronaut
Digital Campaign Concept & Storyboard for P&G (2013)
Sometimes clients ask for silly things. After the success of The Old Spice Town, with the brand taking over the 2nd position in the market just behind AXE, the local client wanted to to take on the fight for the number one place. AXE had just launched a campaign with an astronaut, so the client asked us: «Just for fun, what would you do if we wanted to make fun of AXE and its astronaut?». This storyboarded piece is the result.
The original idea was that after watching the first video, the user could choose among many different endings to the story, in which the wolf (the hero of Old Spice's Wild collection) would defeat the astronaut, always with the irreverent and fun tone of the brand.
For obvious market and legal reasons this campaign was never meant to see the light of day, but serves its purpose as a liberating creative exercise that would pave the way for the next Old Spice digital project: The Old Spice Party.
All illustrations by me.
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