Old Spice is inviting fans to step into its boardroom

You can help make decisions on ROIs, KPIs and all that stuff

Published On
Aug 14, 2018

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The kind of work that comes through the Old Spice pipeline (smelly paper blazers, invisible movies, Isaiah, Terry, etc.) might have you wondering, what the heck goes on in that marketing department? The P&G company is now embracing that whole "transparent" schtick and says it's opening up its boardroom to all you curious viewers in its latest campaign out of Wieden & Kennedy Portland.

Tomorrow at 6 pm ET, Old Spice will be hosting a live YouTube experience in which fans will be able to watch and "control" the marketing department as it checks off its to-do list.

Joining the board room will be "insta-famous influencer" Toddy Smith to discuss the power of influencers as livestreamers try to influence him. The campaign has also tasked SuperDeluxe (with the help of its fans) to create a Powerpoint presentation that board room attendees will have to sort through during tomorrow's meeting.

The company's PR is being very transparent about everything too, noting that "while the livestream will feature real people based on real ideas, the events depicted will be fictitious." So yeah, it'll be fake people, people. Hopefully, judging from past Old Spice work, it'll still be a lot of fun.

This isn't the brand's first move in controlling people over social media--previously, it invited fans to steer a Valentine's Day date on Facebook Live.

Credits

Date
Aug 14, 2018
Brand:
Old Spice
Agency:
Wieden & Kennedy-Portland
Associate Brand Director:
Matthew Krehbiel
Brand Manager:
Gwynedd Davis
Assistant Brand Manager:
Omar Goff
Brand Manager:
Mike Holmes
Creative Director:
Ashley Davis-Marshall
Creative Director:
Matt Sorrell
Copywriter:
Adam Crouch
Art Director:
Karen Zack
Producer:
Evelyn Loomis
Studio Manager:
Patrick Cahalan
Account Team:
Katie Schaller
Account Team:
Ghada Soufan
Account Team:
Thomas Harvey
Business Affairs Manager:
Dusty Slowik
Strategic Planning:
Samantha Serocki
Strategic Planning:
Andrew Clayton
Strategic Planning:
Drew Phillips
Media Planning:
Cherish Lee
Media Planning:
Melissa Meier
Media Planning:
Brian Goldstein
Production Company:
W+K Creator Studio
Director of CS:
Patty Brebner
Executive Producer:
Jules Brown
Production Coordinator:
Mulu Habtemariam
Production Designer:
Zachary Brockhoff
Teaser Videos - Camera Operator:
Anders Lund
Teaser Videos - PA:
Giulia Jimenez
Editor:
Anders Lund
Live Stream Company:
Blaze Streaming Media
Live Stream Director:
Joe Christensen
Interactive Live Tool:
GoLive
Production Company:
PRETTYBIRD
Executive Producer:
Derek Richmond
Interactive Company:
Fourclops
Interactive Director:
Jeff Greco
Interactive Director:
Eli Stonberg
Developer:
Michael Lucarz
Designer:
Chris Sanchez

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Project Type