The action, created and produced by Wieden+Kennedy São Paulo in partnership with Facebook’s Creative Shop team, brings a new perspective on product demos and uses the platform to promote interaction between the brand and consumers.
The #1 men’s deodorant brand in the United States, Old Spice, with its irreverent communications and campaigns that are anything but predictable, surprised everyone by posting a 48-hour long live video on its Facebook page. The interactive video aimed at demonstrating how effectively Old Spice blocks odors while ensuring a unique shared moment between the brand and its users.
During the video, an actor was confined inside a studio and obeyed the commands of internet users, who were responsible for deciding all of the character’s activities. In addition, every now and then, a “specialist” conducted a test to confirm Old Spice’s protection and amazing fragrances – always with a note of the brand’s irreverent and ironic tone.
The action was created by Wieden+Kennedy São Paulo. Check out the case below.