Creativity

Old Spice Makes a Customizable Video Game Starring You

'80s-Style 'Youland' Transports You Into Brand's Surreal World

By Alexandra Jardine. Published on Jun 18, 2016

Editor's Pick

Old Spice has made a customizable video game starring you and your Facebook friends -- and as you might expect, it's a lot of fun.

Created in the style of an '80s 8-bit videogame, Youland offers a choice of three games. Log in with Facebook and you can choose your own avatar and friends to play with (they'll pop up in the game, for instance as a cop, for no particular reason -- explaining that it's just that the video game creators thought that would be cool). You'll be introduced to the game by Old Spice's Isaiah Mustafa, who then disappears because he was "only paid for 45 seconds of voiceover work." And you'll be transported into the surreal Old Spice world, which includes talking animals, wooden VR headsets, tattooing enemies in the face and more. It's quirky, amusing and it's absolutely true to the brand. Wieden & Kennedy, as usual, is responsible.

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Credits

Date
Jun 18, 2016
Agency:
Wieden + Kennedy Portland
Client:
Old Spice
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Susan Hoffman
Creative Director:
Craig Allen
Creative Director:
Jason Bagley
Copywriter:
Jarrod Higgins
Art Director:
Matt Sorrell
Art Director:
Ruth Bellotti
Director of Interactive Production:
Mike Davidson
Interactive Producer:
Eddye Borgese
Studio Designer:
Patrick Cahalan
Media/Comms Planning:
Daniel Pak
Media/Comms Planning:
AJ Blumenthal
Media/Comms Planning:
Mary Eliason
Account Team:
Georgina Gooley
Account Team:
Nick Pirtle
Account Team:
Madison Savary
Business Affairs:
Dusty Slowik
Production Company:
MediaMonks
Development Company:
MediaMonks

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