Old Spice: MANta Claus, Devastating Explosions by Wieden + Kennedy Portland for Old Spice

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Old Spice: MANta Claus, Devastating Explosions

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Industry Hygiene & Personal Care Products, Deodorants
Media Film, Digital, Interactive & Mobile
Market United States
Agency Wieden + Kennedy Portland
Director Eric Baldwin
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Creative Director Craig Allen
Art Director Max Stinson
Released December 2011

Awards

One Show 2012
One Show Interactive Integrated Branding / Integrated Branding Campaign - 360 Silver

Credits & Description

Type of entry: Digitally Led Integrated Campaign
Category: Best Digitally Led Integrated Campaign
Advertiser: OLD SPICE
Product/Service: OLD SPICE FIJI BODYWASH AND DEODORANT
Agency: WIEDEN+KENNEDY Portland, USA
Advertiser OLD SPICE
Product OLD SPICE FIJI BODYWASH AND DEODORANT
Entrant WIEDEN+KENNEDY Portland, USA
Type of Entry: Digitally Led Integrated Campaign
Category: Best Digitally Led Integrated Campaign
Title: MANTA CLAUS
Advertiser/Client: OLD SPICE
Product/Service: OLD SPICE FIJI BODYWASH AND DEODORANT
Entrant Company: WIEDEN+KENNEDY Portland, USA
DM/Advertising Agency: WIEDEN+KENNEDY Portland, USA

Chief Creative Director: Dan Wieden (Wieden+Kennedy)
Executive Creative Director: Mark Fitzloff (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman (Wieden+Kennedy)
Creative Director/Director: Jason Bagley (Wieden+Kennedy)
Creative Director: Craig Allen (Wieden+Kennedy)
Director: Eric Baldwin (Wieden+Kennedy)
Director/Copywriter: Jason Kreher (Wieden+Kennedy)
Art Director: Max Stinson (Wieden+Kennedy)
Interactive Creative Director: Matt O'Rourke (Wieden+Kennedy)
Writer: Andy Laugenour (Wieden+Kennedy)
Writer: David Neevel (Wieden+Kennedy)
Writer: Jarrod Higgins (Wieden+Kennedy)
Interactive Producer: Ann-Marie Harbour (Wieden+Kennedy)
Interactive Producer: Andrea Nelson (Wieden+Kennedy)
Account Team: Jordan Muse (Wieden+Kennedy)
Digital Strategist: Chris Dukeminer (Wieden+Kennedy)
Developer: John Cohoon (Wieden+Kennedy)
Art Buying: Heather Harvey (Wieden+Kennedy)
Broadcast Producer: Monica Ranes (Wieden+Kennedy)
Executive Producer: Emily Fincher (Don't Act Big)

Brief Explanation
Since the holidays are a season for giving, the Old Spice Guy (a.k.a. Manta Claus) decided to pursue the ambitious task of giving a gift to every person in the world.

He used the power of YouTube to announce each gift, and then a wide variety of media to give it to the masses. Sometimes, in fact, the medium itself would be the gift.

The work helped Old Spice take over the holidays:
• 75% of conversations in social media were around “Manta Claus”
• 574 million impressions
• Solid year-over-year sales growth across both deodorant and body wash