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Old Spice Creates a Loony Sci-Fi 'Choose Your Own Adventure' Game on Instagram

Hacking the photo network's tags, with a wink

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Wieden + Kennedy has hacked the tagging function on Instagram to create an amusingly absurd "Choose Your Own Adventure" social game for Old Spice, filled with robots, retro monsters and meta jokes.

You awaken in a dark cave. In the distance you see a faint light, in front of you is an open bottle of Old Spice body wash. Go toward the light—maybe it's a way out? Grab the Old Spice? Tap image once to use tags to navigate.