Old Spice Film OLD SPICE CINEMA WAVE by Saatchi & Saatchi Moscow

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OLD SPICE CINEMA WAVE

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Industry Hygiene & Personal Care Products
Media Film
Market Russia
Agency Saatchi & Saatchi Moscow
Creative Director Stuart Robinson
Copywriter Anton Demakov
Account Supervisor Elena Khichtchenko
Production Cream
Art Director Michael Loskutov
Producer Georgiy Gamhitashvili
Account Supervisor Elena Srzentic
Released March 2011

Credits & Description

Category: Toiletries
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE BAHAMAS
Agency: SAATCHI & SAATCHI RUSSIA
Production Company: CREAM AGENCY, Moscow, RUSSIA
Date of First Appearance: Mar 3 2011
Creative Director: Stuart Robinson
Copywriter: Anton Demakov
Art Director: Michael Loskutov
Account Supervisor: Elena Khichtchenko/Elena Srzentic
Advertiser's Supervisor: Svetlana Pedan
Producer: Georgiy Gamhitashvili
Post Production: Cream Agency
Cameraman: Boris Guts
Account Manager: Mila Novozhilova
Editing Company: Cream Agency

English Description
How do you make a cinema ad for a new Old Spice variant without the cost of making a cinema ad? You have a live feed of the patrons in the cinema and project it on the screen. Free talent. You then swamp them in a refreshing virtual wave of Old Spice Bahamas.
Each cinema had their own programmed wave and each sitting at each session provided the unique talent who could interact with the virtual wave as it passed over them. All done while keeping their popcorn dry.