We were so confident that Old Spice's new Hardest Working Collection of deodorant was the most powerful collection ever made, we decided to offer people fleeting internet fame and material possessions to put it to the sweat test.
We introduced Old Spice Dream Runner: if you can run it, you can get it!
Through our custom-built mobile website, people were encouraged to 1) Apply the product, 2) plan a creative run 3) run/jog/walk a that route in the shape of something they have always wanted, 4) submit run to Old Spice 5) stand by the mailbox and wait for their thingy. Thousands and thousands of runs were submitted and prizes distributed, but most importantly we finally gave people a reason to exercise that didn't not involve dreams of gold medals, profitable shoe endorsements or better health!
AGENCY: WIEDEN+KENNEDY PRODUCTION COMPANY: MEDIAMONKS ROLE: EXECUTIVE PRODUCER / DIRECTOR OF PRODUCTION