Winner
Rosey and Best in Show
Client Name
Old Spice
Project Description
The Man Your Man Could Smell Like debuted online shortly before the 2010 Super Bowl and quickly became a sensation. Originally created to spark a conversation between men and women about Old Spice body wash, the campaign helped to revive this once tired brand and created a whole new generation of fans. On the heels of this success, we challenged ourselves to leverage The Man Your Man Could Smell Like to engage with these fans in a more intimate, democratic conversation. As a result, we created the Response campaign - 186 personalized YouTube response videos to Old Spice fans who commented on Twitter, Facebook, Reddit, Digg, 4chan and more - an effort that became one of the fastest-growing and most popular interactive campaigns in history. On Day 2, Old Spice had 8 out of the top 11 videos on YouTube. After just one week the campaign had been viewed more than 40 million times and after 30 days that total has eclipsed 52 million views. And since the interactive work has launched, sales of premium body wash are up 80% - helping to cement Old Spice as the #1 brand of body wash for men. Click here to visit site.
Credits
W+K PORTLAND Creative Directors: Eric Baldwin / Jason Bagley. Copywriters: Eric Kallman / Craig Allen / Jason Bagley / Eric Baldwin. Art Directors: Craig Allen / Eric Kallman / Eric Baldwin / Jason Bagley. Directors: Eric Baldwin / Jason Bagley / Eric Kallman / Craig Allen. Interactive Producer: Ann-Marie Harbour. Account Team: Diana Gonzalez. Executive Creative Directors: Mark Fitzloff / Susan Hoffman. Global Interactive Creative Director: Iain Tait. Developer: Trent Johnson / John Cohoon. Digital Strategy/Community Manager: Dean McBeth. Digital Strategy: Josh Millrod. Director of Interactive Production: Cheryl Nordin. Interactive Studio Artist: Matthew Carroll. Production Company: Don't Act Big. Executive Producer: Emily Fincher. Line Producer: Bernadette Spear. Editorial Company: Kamp Grizzly. Talent: The Old Spice Guy, Isaiah Mustafa.