Aiming to promote the new Old Spice bar to gamers and fans of Japanese pop culture, P&G and Wieden+Kennedy SP have launched an anime series that tells the story of a powerful deodorant in its battle against sweat and the stench.
Developed in partnership with Combo Studio, the project brings a musical opening and three unique episodes portraying the protagonist’s encounter with the greatest nemesis of a modern deodorant.
In addition to the nostalgia factor of the target audience, according to W+K SP, the high presence of anime consumption by the public was taken into account: 12 of the 25 countries that most consume anime are in Latin America.
With scripts by Wieden+Kennedy, the piece was produced in traditional 2D in an animation process that involved more than 20 professionals from Combo Studio, from storyboarding to editing and post-production.
Datasheet:
Agency: Wieden+Kennedy São Paulo
Client: P&G
Product: Old Spice
Qualification: Anime Epic Adventures
Duration: 1×35″ + 3×60″
Executive Creative Directors: Eduardo Lima | Renato Simões
Creative Directors: Rafael Melo | Felipe Paiva | José Ferraz
Redaction: Rafael Melo
Art direction: Felipe Paiva | José Ferraz
RTV: Regiani Pettinelli | Thais Bonizzi
Service: Ana Clara Grana | Bruno Capasso | Mariana Barrios | Pedro Lopes
Planning: André Troster | Thassio Rolim
Producer: Combo Studio
Principal: Vitor Campos
Art director: Arthur Tavares
Executive producer: Marcelo Pereira
Production manager: Alexandra Casanova
Producer: Mateus Nitzsche
illustration and character design: Gabi Vasconcelos
Background artist: Bruno Szan | Katan Walker | Fast Onew | Nachos
Illustration: Edward “Eddie” Coelho
Entertainers: Alexandre Barreto | Joyce Nagamura | Lucas Battle | Luiza de Moraes | Maria Gabi Vasconcellos
VFX: Marcos Vinício | Vitor Campos
Animatic: Lucas Thaddeus
Editing supervision: Raphael Fontenelle
Editor: Luiz Filipe Gui
Sound producer: LOUD +
Music direction: Gustavo Garbato
Musical production: Bernardo Massot | Fabio Smeili | Henrique Guimarães | Hugo Mariutti | Rafael Kabelo | Rodrigo Scarcello
Audio finalization: Pedro Cortez | Ricardo Bertran | Luca Fasano | Eduardo Barbosa | André Gianini | Mauricio Canezin
Executive Audio Production: Maia Feres
Audio Coordination: Ingrid Mabelle | Lara Fratucelli | Letícia Nunes | Paloma Sol | Rafael Silvestrini
Sound producer service: Jin Park | Karina Amabile | Prissioni Miranda
Customer Approval: Estefania Furlanetto | Manuel Navarrete | Guthier mello
