ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Art Direction - Press / Poster / Poster Advertising - Single
Annual ID
ADC101_ADV066M
About the Work
The new Old Spice Captain makes you smell so fresh and epic, that there was nothing in the sea that we could compare it with to explain its smell. So, we had to create that something:
THE MOST EPIC SEAFARING LEGEND EVER TOLD
The quest of a man trying to get back the arm that a sea beast took from him.
On Instagram, we co-created a story together with 1500 users, that decided how it developed and even put face and body to characters sending photos.
Each chapter was illustrated week by week, and all of them became one big painting that tells the whole story, where users could see all details described in the story, while also listening to it. This painting also became a poster to promote the audiobook and the campaign: SMELL LIKE IF YOU HAD LIVED THE MOST EPIC SEAFARING LEGEND EVER TOLD
The challenge for this art direction was how to keep the Old Spice tone of voice while creating a new version of its universe in a seafaring legends illustration code, both on off and online worlds.
Additionally, we needed to reuse every resource so we had to create unique illustrations that could be used anywhere.
Please do enter the supporting web to further explore the whole illustration and discover all the details in it. Plus, you can listen to the story while watching the illustration.
We also recommend to follow the whole story on instagram, please go to @OldSpice_es on instagram and look for LEYENDA 1ªparte and LEYENDA 2ªparte on the highlights of the Instagram account
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
Leo Burnett / Madrid
Art Director
Rodrigo Sevilla
Santiago Schiappacasse
Copywriter
Alejandro Alvarez
Marcos Romero
Chief Creative Officer
Gaston Guetmonovitch
Creative Director
Carlos Mañas
Juan Frias
Designer
Vallivana Gallart
Illustrator
Sara Alonso
Account Director
Laura Gutierrez
Account Supervisor
Ana Campos
Community Manager
Alejandro Lopez
Digital Account Executive
Vanesa Lopez
Head of Art
Juan Frias
Head of Print
Pedro Garcia
Print Production
Cristian Coca
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