International- Old Spice has collaborated with Wieden + Kennedy, The Mill, Tom Kuntz and Mackenzie Cutler to release a new advertisement, a viral and interactive video on Vimeo for the new scent Danger Zone.
Toned actor Terry Crews composes music by flexing muscles which are hooked up to different musical instruments – as the muscle flexes the music is activated in a rhythmic composition.
Vimeo has also allowed the audience to take part. By using their computer keyboards, viewers press different letters to create their own “muscle remixes”. Users are able to record their creations, before uploading them to Vimeo and sharing across the web.
For more information about the consumer being in control rather than the brand, read our Transmedia Futures macrotrend.