Procter & Gamble

George Felix - Asst. Brand Manager

Wieden+Kennedy *Lead Agency

Craig Allen - Creative Director
Jason Bagley - Creative Director
Anibal Casso - Brand Strategy Director
Mike Davidson - Digital Producer
Lisa Feldhusen - Media Planner
Jordan Muse - Acct. Executive
Matt O'Rourke - Interactive Creative Director
Britton Taylor - Group Planning Director

Citizen Relations *Lead Agency

Andrew Nicolai - Director

MJZ

Vimeo

Old Spice typically relies on cultural conversation to succeed. But what do you do when your main competitor suddenly steals the show? Our challenge was to deflect AXEs push and win back the battle of the conversation. We created Old Spice Muscle Music, an interactive experience that allowed fans to compose and play custom music videos using Terry Crewss muscles. Ultimately, the effort helped Old Spice regain 84% of the category conversation and drove over 200MM earned impressions, but more importantly it helped the brand grow sales ($) by 5%.