The Smellmeter

Creative idea

Gaming is a mandatory territory for any brand that wants to connect to its GenZ audience. But how does a brand famous for its fresh smell talk about it in an environment where there is no smell at all? We created The Smellmeter – the first device that shows you if your game character smells or not. And we launched it with Bulgaria‘s biggest Twitcher in a live stream of manly, stinky activities, where fans could help un-smell the character via the Twitch chat. This went on to become Old Spice Bulgaria‘s most engaged with piece of content. By far.

Brand name: Old Spice
Advertiser / client: Procter&Gamble
Product / service: Old Spice
Campaign name: The Smellmeter
Agency network: OGILVY
Agency: &play studio Sofia
Creative director: Ivan Totev, Dimitar S. Stefanov
Art director: Maria Mihaylova
Copywriter: Ani Puncheva
Designer: Denitsa Dimitrova
Account director (agency): Anna Savkova
Media director: Alexander Atanassov
Photographer: Ivan Ilchev
Agency producer: Lyuba Gaidarska
Additional company: Head of Design and Production: Lyubomir Dinov/DINOV Tangibility Factory Project Manager: Mitko Dinov/DINOV Tangibility Factory Production Specialist: Vladislav Penchev/DINOV Tangibility Factory Production Specialist: Vesselin Vassilev/DINOV Tangibility Factory Twitch Streamer: Preslav 'Aethelthryth' Ivanov