Old Spice’s New Marketing Director is a Wild One
To help with the launch of its new ‘wild’ collection of scents, Old Spice needed someone pretty wild. As this short from Wieden + Kennedy Portland shows, they didn't fail – this fella is actually from the wild.
Mr Wolfdog is the brand’s new Executive Director of Marketing, and he’s even got the ‘cliché businessman decorations’ to prove he’s the real deal. Not just a wild animal. Never one to shy away from his work, Mr Wolfdog even has an explanation for his eating of humans. “Sometimes you gotta eat people, America, that’s how business works.”
Will you be seduced by his marketing?
The wanton wolf was brought life by creative production company Minivegas, who produced the spot. Founder Luc Schurgers, based in the company's Los Angeles office, commented: "This was obviously quite a hectic project. Today [day of comment, Tuesday 12th] is only the second day of the campaign - we have yet to launch the bulk of the content. We had a tremendous amount of fun working on this; it kept the Minivegas studio very very very busy with all the content."
The project required collaboration across the entire Minivegas-verse, as Schurgers explains: "A job like this is perfect for our set-up across Amsterdam, LA and Berlin locations. Our team know how to collaborate closely with creative agencies. A job like this keeps everybody from 3D, compositing and our developers busy. We worked closely with Wieden + Kennedy, of course. Also, we are currently with the agency doing the launch from our temp master control headquarters in Redondo beach. Stay tuned for more Wolfdog action."
Mr Wolfdog is set to take over all of Old Spice's social media and digital platforms in the coming week, so keep your eyes peeled for more online films, Tweets and blogs from our clued-up canine friend.
Credits
Agency: Wieden + Kennedy Portland
Client: Old Spice
Executive Creative Director: Susan Hoffman
Executive Creative Director: Joe Staples
Creative Director: Craig Allen
Creative Director: Jason Bagley
Interactive Creative Director: Matt O'Rourke
Copywriter: Jarrod Higgins
Copywriter: David Neevel
Art Director: Ruth Bellotti
Director of Interactive Production: Pierre Wendling
Senior Interactive Producer: Mike Davidson
Junior Interactive Producer: Andrew Abraham
Digital Strategist: Jocelin Shalom
UX Designer: Jake Doran
Tech Lead: Ryan Bowers
Director: Minivegas
Line Producer: Kyle Hill
Executive Producer: Dominic Bernacchi
Producer: Lauren Becker
Producer: Brian Bourke
Animation Director: Maarten Boon
Tech Lead: Scott Kosman
