The business task
Support new Old Spice product lines with a digital format suited to a young audience. The brief was to turn the brand’s character into sustained interaction on a social platform.
OLD SPICE / P&G / SOCIAL GAMES
A brand world.
Not just a message.
Old Spice’s distinctive personality became an interactive social world. Games and campaign content gave a young audience something to explore, not simply an advert to watch.
Explore the project
THE PROJECT
The participation mechanic
The “Old Spice Brotherhood” used an illustrated brand world, activities and games. Visitors could explore the environment and interact with campaign content inside VKontakte.
What Keiss Media made
Social applications, games and interactive production for the campaign, commissioned through Saatchi & Saatchi for P&G. The portfolio preserves different game scenes and the main illustrated environment.
HOW THE EXPERIENCE CONNECTS
From a brand idea
to an audience action.
Enter the world
A recognisable visual setting introduces the campaign.
Find an activity
Interactive content gives visitors something to do.
Keep the brand in the story
The experience uses Old Spice’s creative identity throughout.
THE PRODUCTION IDEA
The creative identity became the experience.
The setting, characters and interactions belonged to the same brand world. That is the useful connection: digital production can carry a campaign’s creative idea, rather than sit beside it as a separate technical add-on.
Project reference material
The original slide includes historical campaign figures. They are not repeated as verified performance claims here. This page describes the work and format; it does not claim a current client relationship.
- Commissioning context
- Saatchi & Saatchi / P&G
- Presentation
- The cover is a contemporary presentation based on retained project materials. Device frames and the English visual treatment are new; the original project evidence remains below. The presentation does not establish additional historical work or outcomes.
