Role: Creative Director
Company: Nurun
Industry: Personal Care
Tools: Adobe Creative Cloud
Awards:
• Bronze at Circulo Creativo de México for the Web Experience category.
• Shortlisted at Ojo de Iberoamérica for the Interactive category.
Results
• Old Spice quickly climbed to second place in the category.
• The target audience embraced the brand's new 100% digital, interactive image. This demonstrated the brand's innovative approach and created real engagement.
• The village was visited more than 480,000 times (unique visitors).
• The users spent 14 minutes tattooing a motorcyclist 10 cutting the beard of a man
How we did it
The Challenge
Old Spice needed to modernize its brand image and establish a deeper connection with its target audience of "authentic men." To stand out in a highly competitive male grooming category, the brand required an unconventional approach that moved away from traditional, passive advertising and toward highly engaging digital storytelling
The Idea
The objective was to conceptualize and launch an innovative, 100% digital platform that would reinvent how the brand communicated with its audience. The goal was to create an immersive environment that encouraged active dialogue, drove massive digital engagement, and ultimately elevated the brand's market position.
Strategy
We developed "El Pueblo Old Spice" (The Old Spice Town), a groundbreaking interactive platform hosted entirely within a YouTube Brand Channel.
Immersive Navigation: We hacked the standard YouTube interface to replicate a real virtual village, combining Google Street View-style navigation mechanics with high-quality video content.
Interactive Experiences: We transformed passive viewing into an interactive game. Users could explore different buildings and trigger specific video events using keyboard prompts (e.g., spending time virtually tattooing a motorcyclist or trimming a man's beard).
Creative Storytelling: This format allowed the audience to literally navigate the brand's narrative, creating a continuous, personalized dialogue as they explored the town.
Learnings
• Tech-Driven Storytelling: Fused YouTube and Google Street View into a gamified ecosystem, achieving an unprecedented 14-minute average dwell time.
• Creative Innovation Driving Growth: Leveraged a 100% interactive digital experience to attract 480K unique visitors, propelling the brand to 2nd place in its category.
• Hacking Platform Limits: Transformed YouTube from a passive video player into an active exploration platform, applying a Growth Hacking mindset to set a new standard for engagement.
