MANO A MANO IN EL BÃNO by Wieden + Kennedy Portland for Old Spice

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MANO A MANO IN EL BÃNO

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Industry Hygiene & Personal Care Products
Media Film, Digital, Interactive & Mobile
Market United States
Agency Wieden + Kennedy Portland
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Creative Director Craig Allen, Jason Bagley, Eric Baldwin
Art Director Eric Kallman, Jimm Lasser
Copywriter Brandon Davis, David Neevel, Karl Lieberman, Michael Illick | David Schaffe, Jarrod Higgins
Released June 2011

Awards

Cannes Lions 2012
Titanium and Integrated Lions Titanium and Integrated Silver
Cyber Lions Best Digitally Led Integrated Campaign Bronze

Credits & Description

Type of entry: Titanium and Integrated
Category: Titanium and Integrated
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE FRESH COLLECTION
Agency: WIEDEN+KENNEDY Portland, USA
Advertiser PROCTER & GAMBLE
Product OLD SPICE FRESH COLLECTION
Entrant WIEDEN+KENNEDY Portland, USA
Type of Entry: Titanium and Integrated
Category: Titanium and Integrated
Title: MANO A MANO IN EL BÃNO
Advertiser/Client: PROCTER & GAMBLE
Product/Service: OLD SPICE FRESH COLLECTION
Entrant Company: WIEDEN+KENNEDY Portland, USA
DM/Advertising Agency: WIEDEN+KENNEDY Portland, USA
Executive Producer: Donna Portaro (@radical.media)
Executive Producer: Emily Fincher (Don't Act Big)
Interactive Producer: Andrea Nelson (Wieden+Kennedy)
Interactive Producer: Ann-Marie Harbour (Wieden+Kennedy)
Copywriter: Brandon Davis (Wieden+Kennedy)
Creative Director: Craig Allen (Wieden+Kennedy)
Chief Creative Director: Dan Wieden (Wieden+Kennedy)
Copywriter: David Neevel (Wieden+Kennedy)
Digital Strategy: Dean Mcbeth (Wieden+Kennedy)
Creative Director: Eric Baldwin (Wieden+Kennedy)
Art Director: Eric Kallman (Wieden+Kennedy)
Copywriter: Jarrod Higgins (Wieden+Kennedy)
Creative Director: Jason Bagley (Wieden+Kennedy)
Art Director: Jimm Lasser (Wieden+Kennedy)
Account Team: Jordan Muse (Wieden+Kennedy)
Copywriter: Karl Lieberman (Wieden+Kennedy)
Broadcast Producer: Lindsay Reed (Wieden+Kennedy)
Executive Creative Director: Mark Fitzloff (Wieden+Kennedy)
Copywriter: Michael Illick (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman (Wieden+Kennedy)
Describe the campaign/entry
After the launch of the 'Old Spice Guy', Old Spice became an incredibly popular brand among young guys around the world. However, a year after his introduction his popularity began to fade. Our challenge was to reverse this downward trend and find a way to rekindle the relationship between the 'Old Spice Guy' and his fans. Our idea was to replace 'The Man Your Man Could Smell Like' with Fabio in a multimedia narrative that ultimately pitted them against each other in an internet battle for spokesperson supremacy.

Results

The campaign was created to ignite conversation and re-energize the fan base:
• Over 700 million earned media impressions
• 21 million YouTube views in 1 week
• More than 78,000 'likes' and comments on Facebook (up 211% from the “Response” campaign)
• More than 64,000 mentions on Twitter, reaching over 98m users
• More than 500,000 'votes' and 53,000 comments on YouTube
• 68,000+ new fans, followers and subscribers on Twitter, YouTube and Facebook
• As a result, Old Spice now has more fans, followers and subscribers in social media than the US government, NASA, and the White House combined


Describe the creative solution to the brief/objective.

The Fabio story was a very ambitious multimedia narrative, so we needed a very detailed and orchestrated approach that spanned traditional and non-traditional channels:
1. Seeding and Influencers
Craigslist/LinkedIn ads and PR influencer kits helped seed the backstory.
2. Fabio Blitz
4 TV spots and a series of print ads launched Fabio’s campaign and pushed people to his Facebook page, Twitter handle and YouTube channel.
3. Fabio Taunts
Additional video content provoking the Old Spice Guy was featured on Fabio’s YouTube channel, including a video challenging the Old Spice Guy to a digital duel supported by a Twitter-promoted trend.
4. 'Mano a Mano in el Baño'
Finally, the battle came to life on YouTube, where fans voted for their expected winner. This was then extended to a variety of channels/communities, with subplots emerging on Google+, Tumblr, Reddit and even a live appearance at a local news channel.