The One Show
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Category
Experiential Advertising / Single
Annual ID
11100G
About the Work
After the momentum created by ?The Man Your Man Could Smell Like,? our challenge was to find a way to engage with Old Spice?s fans on a deeper, more experiential level. We had already started a dialogue between men and women (in a low-involvement category, no less). But how could we capitalize on this success and engage with our fans in a new and interesting way and take over the category?
We created an interactive experience in which the Old Spice Man personally responded to his fans on the Internet in real time. Instead of using paid media, we leveraged an array of free social platforms to engage with fans in human time. The ?Response? campaign became one of the fastest-growing and most-popular interactive campaigns in history and changed the way brands could interact with fans.
We created an interactive experience in which the Old Spice Man personally responded to his fans on the Internet in real time. Instead of using paid media, we leveraged an array of free social platforms to engage with fans in human time. The ?Response? campaign became one of the fastest-growing and most-popular interactive campaigns in history and changed the way brands could interact with fans.
2011 Awards
Total Points: 25
Gold Pencil
Credits
Production Company
Don't Act Big
Art Director
Craig Allen
Eric Kallman
Jason Bagley
Eric Baldwin
Creative Director
Jason Bagley
Eric Baldwin
Mark Fitzloff
Susan Hoffman
Iain Tait
Designer
Matthew Carroll
Producer
Emily Fincher
Programmer
Trent Johnson
John Cohoon
Agency Producer
Ann-Marie Harbour
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