As soon as Snapchat started partnering with brands to make Lens for the platform, everybody in the whole world and beyond knew that this was coming: an Old Spice Terry Crews Lens. Lens and Terry were a match made in heaven. This loud and exploding Snapchat Lens opens your head dome and shows that Terry sits around on all of our brains and controls our motions using two rudimentary levers. When the user opens their mouth, Terry yells. And when the user lifts their eyebrows, Terry works the levers at a catastrophic speed ultimately ending in a brain malfunction that quickly escalates into a fateful head explosion. And then it starts all over again. Oh! What great and marvelous places technology continues to take us.
This Lens was Old Spice’s first foray into AR and was executed through a multi-product approach including the Lens and Snap Ads. The campaign resulted in the highest sales lift percentage for P&G on Snapchat to date, and earned a lot of PR including from Terry Crews posting himself using the Lens on his personal social channels.
Digital advertisement created by Wieden + Kennedy, United States for Old Spice - P&G, within the category: Health.
Senior Creative Strategist: Richard Coiro
Creative Directors: Ashley Davis-Marshall, Matt Sorrell
Copywriter: Andy Laugenour
Art Director: Robbie Rane
Account Executives: Ghada Soufan, Katie Schaller, Melissa Meier, Kimberly Van
Public Relations: Dusty Slowik
Project Manager: Andrew Clayton
Designer: Eric Reigert
Creative Coordinator: Maddie Moore
Account Executive: Sarah DeFranco
Account Manager: Jillian Baker
Production Company: Snapchat