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.

2017. Wieden+Kennedy Portland Built in Brazil at our São Paulo Makers Lab, Shared Quests Uniting Individual Dudes is a Twitch experiment in which 8 random 'dudes' control a robotic kraken over the internet. Playing out over 3 days, a rotating group of users had to mass-maneuver an Animatronic 1000-Moving Parts Monster through a series of 12 live-streamed quests.

You can see everything in this behind the scenes Krakengärd video. Even things you didn't know existed. Welcome to what we assume is probably called the "deep web," or something equally as tantalizing, and check out super special behind the scenes stuff that only maybe 11-56 or so people have seen.

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