The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Magazine / Series
Annual ID
OS22_PT031M
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
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 so that users could see all details described in the story.
Once finished, the audiobook version of the story was created. These print ads were mainly used to promote it, but also to communicate the epic smell of the Old Spice Captain, explaining a bit what happened on each chapter under the line:
SMELL LIKE IF YOU HAD LIVED THE MOST EPIC SEAFARING LEGEND EVER TOLD
Translation. Provide a full English translation of any text. SMELL LIKE IF YOU HAD LIVED THE MOST EPIC SEAFARING LEGEND EVER TOLD
(SMELL LIKE) If you had…
gone on board a ship more perilous than the Nautilus I,�more perilous than an Alaskan crab boat, and more perilous even than the ship that killed the iceberg that killed the Titanic, on the most perilous day in the world, in the most perilous port in the world, wrapped in a towel and only having one arm, to go on a quest to find the creature that ate the arm you are missing as (IF YOU HAD LIVED THE MOST EPIC SEAFARING LEGEND EVER TOLD)
Scan the QR code and listen to the full story.
This piece is only one out of 10 print ads created for the campaign.
Please do enter the supporting web https://themostepicweb.com/complete/
to further explore the whole illustration an discover all the details in it while you listen to the whole story chapter by chapter.
You can also find the case film created to explain the campaign.
The qr code directs to the original spanish version as it was released.
THE MOST EPIC SEAFARING LEGEND EVER TOLD
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 so that users could see all details described in the story.
Once finished, the audiobook version of the story was created. These print ads were mainly used to promote it, but also to communicate the epic smell of the Old Spice Captain, explaining a bit what happened on each chapter under the line:
SMELL LIKE IF YOU HAD LIVED THE MOST EPIC SEAFARING LEGEND EVER TOLD
Translation. Provide a full English translation of any text. SMELL LIKE IF YOU HAD LIVED THE MOST EPIC SEAFARING LEGEND EVER TOLD
(SMELL LIKE) If you had…
gone on board a ship more perilous than the Nautilus I,�more perilous than an Alaskan crab boat, and more perilous even than the ship that killed the iceberg that killed the Titanic, on the most perilous day in the world, in the most perilous port in the world, wrapped in a towel and only having one arm, to go on a quest to find the creature that ate the arm you are missing as (IF YOU HAD LIVED THE MOST EPIC SEAFARING LEGEND EVER TOLD)
Scan the QR code and listen to the full story.
This piece is only one out of 10 print ads created for the campaign.
Please do enter the supporting web https://themostepicweb.com/complete/
to further explore the whole illustration an discover all the details in it while you listen to the whole story chapter by chapter.
You can also find the case film created to explain the campaign.
The qr code directs to the original spanish version as it was released.
2022 Awards
Total Points: 3
Merit
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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