T by Wieden + Kennedy Portland for Old Spice

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

Credits & Description

Category: Internet Film
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE BODY WASH
Agency: WIEDEN+KENNEDY
Production Company: DON'T ACT BIG, Portland, USA
Date of First Appearance: Jul 12 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: Craig Allen/Eric Kallman/Jason Bagley/Eric Baldwin
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 up his thoughts on underwater careers.