As our Mayan ancestors' prediction of the end of humanity drew near, Old Spice felt it was their job as a quality hygiene product to devise a way to save the world. The answer came in the way of a fragile alliance with basketball legend Dikembe Mutombo and a weekly videogame. Dikembe Mutombo's 4 1/2 Weeks to Save the World is Old Spice's answer to those cocky Mayan calendar-makers who predicted the world would end on December 21, 2012, but didn't predict Old Spice would make a videogame designed to stop them.

Launch the campaign
Published
January 2013
Topics

The Story

As our Mayan ancestors' prediction of the end of humanity drew near, Old Spice felt it was their job as a quality hygiene product to devise a way to save the world. The answer came in the way of a fragile alliance with basketball legend Dikembe Mutombo and a weekly videogame. Dikembe Mutombo's 4 1/2 Weeks to Save the World is Old Spice's answer to those cocky Mayan calendar-makers who predicted the world would end on December 21, 2012, but didn't predict Old Spice would make a videogame designed to stop them.

For us, it wasn't so much about using unique technology as it was about the development process. In order to make a unique Flash-based videogame from scratch every week, our team literally looked at the previous week’s headlines every Monday morning and produced content for the next seven days. Building a new game ever week required us to negotiate rights and usage for cameos all the time. We challenged the way both our agency and our clients traditionally work in the name of compelling creativity. We were fortunate to work with Adam Atomic, Driftlab and Powerhouse Animation Studios!

The Results

Video games typically take a long time to build. The thing that made "Dikembe Mutombo's 4 1/2 weeks to save the world" unique was that it was a video game built every 7 days based on current events, all culminating with the ultimate current event...the end of the world. Building the levels each week made the video game topical and relevant, which made people want to play it, and also share it. And most importantly for the Old Spice brand, it wasn’t just another video game, but had the ridiculous visual and dialogue humor the brand has become known for.

1

worlds saved from Mayan's prediction

18

characters developed for the game

756

total hours spent on this project

Launch Date Nov. 21, 2012