Build off the success of the previous year's response campaign, but give it a twist that keeps people engaged.
Allow users to decide whether or not Fabio can take the title of "New Old Spice Guy"
Make it clear to the user that, unlike the similar response campaign the year before, this time there was a battle that users could vote in for who ends up with the title of Old Spice Guy.
Below is a sketch looking at all the consumer touchpoints we were targeting, as well as an exploration of YouTube brand channel layouts and voting mechanics for the campaign.
Note: The channel page that was designed for the campaign is no longer live as YouTube has since revamped their channel page designs and Old Spice's page is constantly refreshed its current messaging.