Old Spice Film, Digital, Viral JS BEALS by Wieden + Kennedy, Wieden + Kennedy Portland

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Industry Skin Care, Hygiene & Personal Care Products
Media Film, Digital, Interactive & Mobile, Viral
Market United States
Agency Wieden + Kennedy
Executive Creative Director Susan Hoffman, Matt O'rourke
Producer Emily Fincher
Editor Benji Brucker
Agency Wieden + Kennedy Portland
Director Craig Allen, Jason Bagley, Eric Baldwin, Eric Kallman
Executive Creative Director Mark Fitzloff
Account Supervisor Diana Gonzalez
PR Don't Act Big
Released July 2010


Cannes Lions 2011
Cyber lions Best Copywriting Gold

Credits & Description

Title: JSbeals
Category: Internet Film
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE BODY WASH
Production Company: DON'T ACT BIG, Portland, USA
Date of First Appearance: Jul 13 2010
Executive Creative Director: Mark Fitzloff/Susan Hoffman
Creative Director: Jason Bagley/Eric Baldwin
Copywriter: Craig Allen/Eric Kallman/Jason Bagley/Eric Baldwin
Art Director: Craig Allen/Eric Kallman/Jason Bagley/Eric Baldwin
Agency Producer: Ann-Marie Harbour
Account Supervisor: Diana Gonzalez
Producer: Emily Fincher
Director: Jason Bagley/Eric Baldwin/Craig Allen/Eric Kallman
Editor: Benji Brucker
Planner: Britton Taylor
Director Of Photography: Tyson Wisbrock
Editing Company: Don't Act Big
Other Credits: Iain Tait/Global Executive Interactive Creative Director/Dean Mcbeth/Digital Strategist
English Description
“The Man Your Man Could Smell Like” television spot was a huge success, but we wanted to engage with fans on a deeper, more intimate level. We thus created an interactive experience in which our Old Spice Guy personally responded to fans on the Internet in real time—an effort that would go on to become one of the most popular interactive campaigns in history.
Inspired by real comments from fans all over the Web, we wrote and produced 186 videos in 2½ days, in which our hero, among other things, offered a romantic wedding proposal.