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.

2022 ADC Awards - Advertising

The most epic seafaring legend ever told

Agency Leo Burnett / Madrid



Art Direction - Press / Poster / Poster Advertising - Single

Annual ID


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



Leo Burnett / Madrid

Chief Creative Officer

Gaston Guetmonovitch

Creative Director

Carlos Mañas
Juan Frias


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

Related Awards





Follow Us