Old Spice: S.Q.U.I.D.

Wieden+Kennedy Portland

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Wieden+Kennedy Portland

Old Spice: S.Q.U.I.D.

Built in Brazil at our São Paulo Makers Lab, Shared Quests Uniting Individual Dudes is a Twitch experiment in which 8 random ‘dudes’ control a robotic kraken over the internet. Playing out over 3 days, a rotating group of users had to mass-maneuver an Animatronic 1000-Moving Parts Monster through a series of 12 live-streamed quests. Users could control the kraken by sending commands to the robotic tentacles to conquer ‘real-man’ challenges, such as working at a pizza parlor. The idea was to somehow work together and learn about manhood in a state of orchestrated chaos (Old Spice makes scents, not sense).

During the three days of the campaign, S.Q.U.I.D. became the No. 1 channel on Twitch with over 2 million views from 1.3 million unique users. During the final hours of the campaign, over 30,000 users were watching the stream simultaneously.

Old Spice: S.Q.U.I.D.


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