Old Spice Film, Digital RESPONSE CAMPAIGN by Wieden + Kennedy

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RESPONSE CAMPAIGN

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Industry Skin Care
Media Film, Digital, Interactive & Mobile
Market United States
Agency Wieden + Kennedy
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Account Supervisor Diana Gonzalez
Released July 2010

Awards

Cannes Lions 2011
Cyber lions Viral video Gold

Credits & Description

Category: Viral Video
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE BODY WASH
Agency: WIEDEN+KENNEDY
Date of First Appearance: Jul 12 2010
Entry URL: http://nosharpstuff.com/oldspice/cannes/viralvideo_responses
Digital Strategy/Community Manager: Dean McBeth (Wieden+Kennedy)
Digital Strategy: Josh Millrod (Wieden+Kennedy)
Group Planning Director: Britton Taylor (Wieden+Kennedy)
Account Director: Jessica Monsey (Wieden+Kennedy)
Account Supervisor: Diana Gonzalez (Wieden+Kennedy)
Management Supervisor: Michael Dalton (Wieden+Kennedy)
Developer: John Cohoon (Wieden+Kennedy)
Developer: Trent Johnson (Wieden+Kennedy)
Interactive Studio Artist: Matthew Carroll (Wieden+Kennedy)
Executive Producer: Emily Fincher (Don't Act Big)
Line Producer: Bernadette Spear (Don't Act Big)
Executive Creative Director: Mark Fitzloff (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman (Wieden+Kennedy)
Global Executive Interactive Creative Director: Iain Tait (Wieden+Kennedy)
Creative Director/Director/Copywriter/Art Director: Jason Bagley (Wieden+Kennedy)
Creative Director/Director/Copywriter/Art Director: Eric Baldwin (Wieden+Kennedy)
Copywriter/Art Director/Director: Craig Allen (Wieden+Kennedy)
Copywriter/Art Director/Director: Eric Kallman (Wieden+Kennedy)
Interactive Producer: Ann-Marie Harbour (Wieden+Kennedy)
English Synopsis
“The Man Your Man Could Smell Like” 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 character personally responded to fans on the Internet in real time—an effort that would go on to become one of the fastest-growing and most popular interactive campaigns in history.
At one point in time, Old Spice had 8 out of the top 11 videos on the Web, and the brand would go on to become the #1 All-Time Most Viewed Branded Channel on YouTube.