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

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Muscle Music

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Industry Hygiene & Personal Care Products
Media Film, Digital, Interactive & Mobile
Market United States
Agency MJZ
Director Tom Kuntz
Producer Suza Horvat
Agency Wieden + Kennedy Portland
Executive Creative Director Susan Hoffman, Matt O'rourke, Joe Staples
Creative Director Craig Allen, Jason Bagley
Art Director Max Stinson
Copywriter Andy Laugenour
Producer Scott Howard
Editor Erik Laroi
Released April 2012


Cannes Lions 2013
Cyber Lions Online Video; Interactive video Silver

Credits & Description

Type of entry: Online Video
Category: Interactive video
Advertiser: OLD SPICE
Product/Service: DANGER ZONE
Agency: WIEDEN+KENNEDY Portland, USA

Account Services: Jessica Monsey/Jordan Muse (Wieden+Kennedy)
Vfx: Phil Crowe/Nick Tayler/Tara Demarco/Chris Knight/Sarah Eim/Gareth Parr/Billy Hig (The Mill La)
Editor: Erik Laroi (Mackenzie Cutler)
Producer: Scott Howard/Suza Horvat (MJZ)
Director: Tom Kuntz (MJZ)
Creative Technologist: Billy McDermott (Wieden+Kennedy)
Ben Grylewicz: Director Of Broadcast Production (Wieden+Kennedy)
User Experience Designer: Jake Doran (Wieden+Kennedy)
Audio Engineer: Charlie Keating (Wieden+Kennedy)
Director Of Interactive Production: Pierre Wendling (Wieden+Kennedy)
Interactive Producer: Ben Kendall (Wieden+Kennedy)
Senior Interactive Producer: Mike Davidson (Wieden+Kennedy)
Copywriter: Andy Laugenour (Wieden+Kennedy)
Art Director: Max Stinson (Wieden+Kennedy)
Interactive Creative Director: Matt O'Rourke (Wieden+Kennedy)
Creative Director: Craig Allen/Jason Bagley (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman/Joe Staples (Wieden+Kennedy)

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 Crews'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.

JURY: Interactive feature no longer live, please see case film for demo