Old Spice: Newton vs. The Horde

Microsoft and Old Spice unveil the winner of the Dream.Build.Play competition.

Published on May 04, 2010

Editor's Pick

Today, Microsoft announced the winner of the Old Spice Challenge, launched late last year as part of the brand's Dream.Build.Play indie game competition. The contest asked indie developers using Microsoft's XNA Game Studio to create a game that got guys excited about four new Old Spice scents and sent them on an "underarm adventure" to "where freshness smells from": Matterhorn, Fiji Denali and Cyprus.

Earlier this year, five finalists were announced: the classic arcade style first person shooter House of Spice, game of chance and skill The Fresh Card Game, racing game Old Spice Racers, throwback space shooter Old Space and puzzle game Newton vs. The Horde, shown here, which emerged as the final winner.

On April 9, gamers could trial the finalists on Xbox live, choose their favorite and get a chance to win $25,000 just for casting a vote. All proceeds from the games themselves go directly to the game creators, but the winning game with the best Old Spice branding received $60,000.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


May 04, 2010
Wieden & Kennedy Portland
Old Spice
Creative Director:
Eric Baldwin
Creative Director:
Jason Bagley
Jason Kreher
Art Director:
Eric Baldwin
Art Director:
Robert Kendall
Paul Levy
Mark Lundgren
Matthew Carroll
Malia Killings
Cathy Ormerod
Interactive Producer:
Ann-Marie Harbour
Kristy Fulwider
Strategic Planner:
Britton Taylor
Trent Johnson
Motion Graphics:
Nick Bauer
Studio Manager:
Alicia Kuna
Studio Artist:
Kyle Pero
Studio Artist:
Frazer Goodbody
Studio Artist:
Sef Mccullough
Studio Artist:
Peter Lindman
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Susan Hoffman

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.