This campaign was designed to bring the user closer to the brand, creating a long term bond with them, leveraging on the alliance with Maxim. The idea was to humanize the models in such a way that the users could feel them within their reach thanks to Old Spice. A virtual apartment was designed in which every girl had her own room plus common areas. Each girl had her own personality predetermined by the Old Spice scent they represented. Users could get to know the girls while interacting with the brand.