In order to explain the smell of the new Old Spice Captain Leo Burnett Madrid created the most epic seafaring legend ever told. On Instagram, the agency co-created a story together with 1,500 users who helped decide how it developed and even put face and body to characters by sending photos. Each chapter was illustrated week by week, ultimately becoming one big painting that told the whole story. It also featured in a poster and postcards promoting the audiobook version of the story.
What did the judges have to say?
"This was like looking at a bonkers Bayeux Tapestry. I loved the sense of fun and dedication that exuded from this work. There were so many great details in this grand opus that it couldn't fail to make a good integrated campaign. I also enjoyed the texture of the work after seeing so many flat vector illustrations$not that there is anything wrong with those, but this one caught my eye especially."Katherine Hardy, Picture Editor & Illustrator, Katherine Hardy
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