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Old Spice Muscle Music

Award: Wood Pencil

Wood Pencil / Film Advertising Crafts / Use of Music for Film Advertising / 2013

Old Spice’s ongoing challenge is to find new ways to engage young guys. With this effort, we partnered with Vimeo to create ‘Old Spice Muscle Music’ – the first-ever embeddable interactive player that allowed guys to play custom musical creations using Terry Crews’ muscles. The embeddable player allowed guys to post and share their muscular symphonies on a variety of social networks, including Facebook and Tumblr.

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