Moscow - P&G's Old Spice has launched a new digital campaign on popular Internet portal www.lookatme.ru as part of its global megabrand initiative, in support of the introduction of three new fragrances - White Water, Noir and Danger Zone.
Saatchi & Saatchi Russia has created a campaign that brings to life three Old Spice characters from previous communications: ‘Superhero' representing Danger Zone, ‘Romantic' speaking for Noir and ‘Cool Guy' embodying White Water.
The "Spice Boys: Create-your-own-comic" project allows users to act as these Old Spice heroes through speech bubbles. Every character has unique talents. In each comic they live their own lives, have fun and get into unusual situations - but always come out victorious.
During the competition the authors of the funniest and most interesting stories will win special gift sets from Old Spice, with four winners being congratulated with an iPad 2.
The creative component was developed by Saatchi & Saatchi Russia, while Look At Me managed production and hosting.