互动视频 Old Spice: Muscle Music——Let The Muscle Rock!

宝洁在这块牌子上真是越玩越High了。

WK + B-reel + MJZ + Mackenzie Cutler + Vimeo,业界强强联手打造的交互视频广告新标杆,除了棒,还是棒。

编辑:Wayne Tai
(原创内容,转载请注明来自DamnDigital)

互动视频地址:http://vimeo.com/47875656  (需要翻墙)

这回我们的Old Spice哥Terry Crews不再往自己身上抹沐浴露也不需要和别人抢饭碗视频PK了,他要在满身的肌肉上插电极,搞乐队!当然一直以来都以大吵大闹形象示人搞出的音乐一样是大吵大闹的无疑。

Video:

当然,放个病毒视频就然后坐等Earned Media自发传播一定不是Old Spice的风格,感谢Vimeo与Youtube等国外视频网站的技术实力与开放性,在视频播放完毕之后,观众可以通过键盘亲自操纵Terry哥的每一块肌肉来录制自己的音乐视频并通过社交媒体分享出去,只要点击视频左下角原来播放按钮处的Record即可。

编辑在网上找到一张键盘与Terry哥肌肉的对照图,供玩家参考:

 

业内读者可能会问:整个视频+互动过程与品牌有什么关系呢?好吧,我也没看出来有什么关系。但是Ads of the world某网友的评论有一定的道理:

“When you build a strong world all around your brand as they did. It does not have to relate to the product benefit anymore. That’s the great thing. This couldn’t be more Old Spice now.”

的确,只要品牌声量足够大,之后怎么玩消费者都能记住你。但“A strong world all around brand”并不是一天建成的,而是代理商与广告主苦心经营的结果: )

 

Credits:

Project: Old Spice Muscle Music

CLIENT: Old Spice

AGENCY: Wieden + Kennedy, Portland, Ore.

Creative Directors: Jason Bagley, Craig Allen
Interactive Creative Director: Matt O’Rourke
Copywriter: Andy Laugenour
Art Director: Max Stinson
Director of Interactive Production: Pierre Wendling
Senior Interactive Producer: Mike Davidson
Account Supervisor: Jordan Muse
Director of Broadcast Production: Ben Grylewicz
Audio Engineer: Charlie Keating
User Experience Designer: Jake Doran
Creative Tech Lead: Billy McDermott
Executive Creative Directors: Mark Fitzloff, Susan Hoffman
Media Team: Kelly Muller, Kerry Antos, Lisa Feldman

PRODUCTION COMPANY

Production Company: MJZ
Director: Tom Kuntz
Line Producer: Suza Horvat
Executive Producer: Scott Howard
Director of Photography: Chris Soos
Production Designer: Andrew Reznik

EDITORIAL

Editorial Company: Mackenzie Cutler
Editor: Erik Laroi
Assistant Editor: Brendan Hogan
Producer: Tatiana Vasquez

VISUAL EFFECTS

Visual Effects Company: The Mill
Visual Effects Supervisors: Phil Crowe, Nick Tayler
Flame Artists: Tara Demarco, Chris Knight, Sarah Eim, Gareth Parr, Billy Higgins, Glynn Tebbutt
Visual Effects Producer: Ari Davis
2-D Lead: Nick Tayler

MUSIC, SOUND DESIGN

Composer, Sound Design: Daedelus

MEDIA PARTNER

Media Partner: Vimeo
Vice President, Creative Director: Blake Whitman
Production Lead: Abby Morgan
Development Lead: Ryan Hefner
Development Partner: Wildlife


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