Old Spice Film, Digital Muscle Music by MJZ, Wieden + Kennedy Portland

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Muscle Music

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Industry Deodorants
Media Film, Digital, Interactive & Mobile
Market United States
Agency MJZ
Director Tom Kuntz
Producer David Zander
Agency Wieden + Kennedy Portland
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Creative Director Craig Allen, Jason Bagley
Art Director Max Stinton
Copywriter Andy Laugenour
Producer Scott Howard
Account Supervisor Jordan Muse
Editor Erik Laroi
Released March 2012


Cannes Lions 2013
Film Craft Lions Sound Design Gold

Credits & Description

Type of entry: Film Craft
Category: Sound Design
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE
Agency: MJZ Los Angeles, USA
Executive Creative Director: Mark Fitzloff/Susan Hoffman (Creative Directors) Matt O'rourke (Interactive Creative Director)
Creative Director: Craig Allen/Jason Bagley
Copywriter: Andy Laugenour
Art Director: Max Stinton
Agency Producer: Mike Davidson (Sr. Interactive Producer)
Account Supervisor: Jordan Muse
Producer: David Zander/Scott Howard (Executive Producers)
Director: Tom Kuntz
Editor: Erik Laroi
Post Production: The Mill
Production Designer: Andy Reznik
Cinematographer: Chris Soos
Editing Company: Mackenzie Cutler
Brief Explanation
Old Spice's continual 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 Crew's muscles. The embeddable player allowed guys to post and share their muscular symphonies on a variety of social networks, including Facebook, Tumblr and more.