Gaston Guetmonovitch Creative Director


In order to explain the smell of the new Old Spice Captain Leo Burnett Madrid created the most epic seafaring legend ever told. On Instagram, the agency co-created a story together with 1,500 users who helped decide how it developed and even put face and body to characters by sending photos. Each chapter was illustrated week by week, ultimately becoming one big painting that told the whole story. It also featured in a poster and postcards promoting the audiobook version of the story.

Date created: June 2021 2021-06-01T00:00:00+0100
Date published: 13 September 2021 2021-09-13T13:46:52+0100


  • Alexander lopezCommunity Manager
  • Charles ManasCreative Director
  • Juan FriasHead of Art
  • Leo Burnett MadridAgency
  • Marcos RomeroCopywriter
  • Rodrigo SevillaArt Director
  • Rodrigo SevillaArt Director
  • Santiago SchiappacasseArt Director
  • Vallivana GallartSenior Designer
  • * Sara AlonsoIllustrator
  • * Gaston GuetmonovitchChief Creative Officer
  • * Liz TaylorGlobal Chief Creative Officer
  • * Cannes Lions

Chapter 06



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