Independent creative agency isobel have created a new campaign for Procter & Gamble brand Old Spice, targeting UK gamers. The campaign, created during lockdown, features an animated version of brand spokesman and Old Spice Guy Isaiah, travelling between gaming worlds. It features Old Spice’s latest scent – Captain.
The film will be promoted within mobile gaming, as well as on YouTube.
Procter & Gamble appointed isobel to their Old Spice business in 2020, following a pitch. isobel will continue to work on new Old Spice work in 2021.
The campaign was written by Lance Boreham and Tom Dyson and produced through Thomas Thomas Films.
Brand – Old Spice, Procter & Gamble
Yasmin O’Neal – Skin/Personal Care Director
Karunesh Jigyasu – Old Spice Senior Brand Manager
Agency – isobel
Executive Creative Director – Rob Fletcher
Creative Team – Tom Dyson and Lance Boreham
Agency Producer – Amy Hansen
Managing Partner – Jamie Williams
Social Media Director – Zoheb Raza
Senior Account Manager – Maxim Robinson
Media Agency – Publicis One
Production Company – Thomas Thomas Films
Director: Alex Bland
Exec Producer: Philippa Thomas
Producer: Trent Simpson