Give Odor the Bird

With the audacious plan to literally burst through a wall live on camera, United Esports and Old Spice obliterated the lines between livestreaming and ordinary branded content, setting the stage, and the bar, in a cornerstone moment that would redefine livestreaming history. By initially tricking fans watching live by recreating world-famous Fornite player SypherPK's home set-up in a studio but directing the livestream Twitch from a professional control room, The Give Odor the Bird campaign shattered the boundaries between what defines produced and live stream content, establishing an unprecedented moment that left tens of thousands of live viewers in awe and reached tens of millions in the elaborate ad campaign on Twitch and YouTube that leveraged live captured contents and reactions.

The campaign consisted of two key elements: produced promotional media and a seemingly organic livestream with Fortnite creator, SypherPK. Drawing inspiration from live broadcasts like SNL, the livestream featured a dynamic cast of characters, including the custom-designed Odor character and our hero, the Old Spice Eaglefangs mascot. The meticulously crafted run-of-show spanned four hours, the focal point being Odor's persistent (yet hilarious) presence, growing increasingly bothersome to SypherPk throughout his stream. The broadcast ultimately led to the defining moment when SypherPK finally had enough and gave Odor “THE BIRD”—specifically, Eaglefangs by Old Spice. As if ripped from imagination, in an impressive stunt, a colossal Eagle broke through Sypher’s wall, surprising the audience and tackling Odor, literally and figuratively, proving that Old Spice can take on any body odor.