Home
POR - ENG

Old Spice Promotes 48-hour Facebook Live Stream

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.

Made By

Titulo: 48h Live Challenge
Duração: 48h
Cliente: Procter & Gamble
Produto: Old Spice
Ano de Produção: 2017
Agência: Wieden + Kennedy São Paulo
Diretores Executivos de Criação: Eduardo Lima, Renato Simões
Redator: Rafael Melo, Ana Luisa Clé
Diretor de Arte: Felipe Paiva, José Ferraz
RTV: Regiani Pettinelli, Ricardo Balbin (Chicão)
Atendimento: Isabel Rudge, Luana Gregorio e Bruno Capasso
Planejamento: Luana Azeredo, Guilherme Pasculli, Marcelo Chabes, Diego Coelho e Tiago Tuiuiu
Mídia: Alexandre Ugadin, Guilherme Cavalcante, Douglas Silveira, Caio Melo, Guilherme Froiman, Liese Lemee
Facebook: Ana Lara Cavaleiro (Diretora Executiva P&G no Brasil), Carolina Aquino (Gerente de Soluções) e Rafael Prellwitz (Estrategista Criativo)
Aprovação Cliente: Isabel Pimentel, Clarisa Caycedo, Julia Asakawa e Natália Passarinho
Produtora: Planalto + Movi & Art + VOCS
Diretor: Cristina Streciwic
Diretor de Fotografia: Lúcio Kodato
Produtor: Rudá Cabral/ Bia Basilio
Atendimento Produtora: Tatiana Vecchi/ Jana Kam
Produtora de Som: Evils
Trilha – Criação: André Faria e Murilo Faria
Trilha – Produção: Evils