FORTUNE SMELLER
copywriterOld Spice
Agency: Wieden + Kennedy
Art Director: Reagan Fyke
Copywriter: Robin Maxkii
What does the future smell like? According to Old Spice, it smells amazing and probably like Swagger.
We created Fortune Smeller, a playful Snapchat AR lens that let users “sniff” their Old Spice scent and receive a personalized fortune. The lens opened with the user appearing to take a deep, dramatic whiff of Old Spice, triggering an over-the-top fortune reveal. Everything from “You will attract compliments like a moth to a scented flame” to “A mysterious stranger will ask what you’re wearing.”
As creative and copywriter, I helped shape the tone, concept, and writing for the lens, keeping it aligned with Old Spice’s signature weird-meets-witty brand voice. The experience leaned into absurdity, interactivity, and scent-driven confidence, all in under 10 seconds.
It was weird. It was smelly. It was the future.
We created Fortune Smeller, a playful Snapchat AR lens that let users “sniff” their Old Spice scent and receive a personalized fortune. The lens opened with the user appearing to take a deep, dramatic whiff of Old Spice, triggering an over-the-top fortune reveal. Everything from “You will attract compliments like a moth to a scented flame” to “A mysterious stranger will ask what you’re wearing.”
As creative and copywriter, I helped shape the tone, concept, and writing for the lens, keeping it aligned with Old Spice’s signature weird-meets-witty brand voice. The experience leaned into absurdity, interactivity, and scent-driven confidence, all in under 10 seconds.
It was weird. It was smelly. It was the future.