OLD SPICE / S.Q.U.I.D.

What happens when eight people stop being strangers and start being part of marketing campaign for a new OLD SPICE deodorant scent, Krakengärd, in which they become a functioning mega unit that controls a robotic squid on the internet? Honestly, we didn’t know. Which is exactly why we spent 10 weeks building one in our medium-security lab in Brazil. Using about 1,000 robot pieces and several non-robot pieces, we made S.Q.U.I.D.—short for Shared Quests Uniting Individual Dudes - and created the most successful branded activation on Twitch.

In this episode of Co-Produced, the podcast about the many hands that make cool things — and how they come together, Wieden and Kennedy, Twitch, and Mediamonks pulled off the ultimate collaboration: building a robotic squid on behalf of their client Old Spice and then putting it in the hands of the internet. On this episode, we will be hearing from Ashley Davis-Marshall, Matt Zerell, and Mike Davidson at Wieden + Kennedy, Stephanie Kwan at Twitch, and Wesley ter Haar at Mediamonks about how they came together from opposite ends of the earth to bring this project to life.

AGENCY: WIEDEN+KENNEDYPRODUCTION COMPANY: MEDIAMONKSPLATFORM PARTNER: TWITCHROLE: EXECUTIVE PRODUCER/DIRECTOR OF PRODUCTION

AGENCY: WIEDEN+KENNEDY
PRODUCTION COMPANY: MEDIAMONKS
PLATFORM PARTNER: TWITCH
ROLE: EXECUTIVE PRODUCER/DIRECTOR OF PRODUCTION