It’s the man your man could smell like.
The Weiden+Kennedy crew put on an entertaining panel discussion about the birth of the Old Spice man (that is once they actually got the presentation to start working…15-20 minutes late). Turns out it took about 5-6 years for them to come up with a campaign that really struck a cord with viewers. Wow, that is a lot of time. But thankfully it worked out and they didn’t get fired in the process. Highlights of the panel – they produced 186 video responses in 2 1/2 days for under $200k. The key to their success was that P&G (their client) trusted them.
Oh and on a side note, when you are having a difficult time getting a presentation to work, it helps to have Justine Bateman there to entertain and interact with the audience.
Panel Purpose: Reinvention. It was all about how Old Spice has reinvented itself to stay culturally relevant.