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