Warning. The following manly facts about the brainstorming process, Facebook marketing, youtube videos and thousands of user likes may cause spontaneous beard growth.
Hi, Wolfdog here. Let me be first to congratulate you for your excellent taste in websites. You’ve just found the best one out there! After you are finished here, you can leave the Internet forever.
On this site, you can learn the story, of how I single pawedly changed the lives of all Men in Central Europe during the Christmas season of 2013.
The Friday Creative team had three things to work with: Christmas, my man Isiah and most importanty: ME!
The story of the campaign – NOW WITH REAL, MANLY ADVERTISING WORDS!
Concept development
Wolfdog, have already achieved great success in a US Old Spice campaign. The Friday team had to use some of my old footage to create new stories, more appropriate for the European market. They did this, by mixing my old videos with new footage, till something really manly emerged.
The idea
Instead of being Marketing Manager (like during my US gig) in Central Europe I became a professor of manliness, making Alpha Males from all you little pups watching me on your computers.
How?
By giving you a semester of manly advice on Facebook through my video recordings and posts from my own, awesome life.
Design
Surrounded by a manly, Old Spice inspired look and feel that slowly become more and more “Christmasy” (It’s a word. Look it up!) during the campaign.
Conversational Calendar
The team planned the social media activity to the smallest detail, giving instructions to local clients and agencies on what to post exactly, when and how.
International footprint
The campaign came alive in December 2013 in Poland, Czech and Hungary. Thanks to it’s great success, we are already airing a slightly modified version in Russia from Feb 1 2013.
2
PAWS
3
COUNTRIES
21
YOUTUBE VIDEOS
3632114
VIDEO VIEWS
On Friday
These are the guys I had to work with. For humans, they are okay. They took really good care of the somewhat important Old Spice, and the really important “Wolfdog” brand too.
They wanted to say a few words about the process of creating my campaign:
Writing:
The writers went over the available Wolfdog footage, and catalogued every scene. Then, they wrote new scripts, fitting the new theme “Professor Wolfdog.”
The paws:
Wolfdog’s “two paws” were our only tools to create new footage. So we tried to make the most of it, spicing the scripts up with lots of new, funny gestures and interactions for our star.
Translation:
The team started work in English, and later coordinated the translation and recording of the materials in all 3 (and later 4) languages.
Timing:
The team created a social media calendar, filling it up with activates from games, call to action posts, lectures, videos, images and other fun stuff, so every country can get the same Professor Wolfdog experience.
THE TEAM
These are the guys, who made my campaign happen.
Some of them were behind the scenes, some of them in front of it. Some of them were busy keeping the local legal teams off of me, some were busy posing for the following pictures.
The usual advertising kind of crowd, I never learnt their names, but they all know who I am.
Also, tons of credit goes to the Old Spice team, Zuzana Kresova and Husssein Dhanani for making it happen.
DÉNES TÓTH
FRIDAY CREATIVE
partner
ATTILA GÁL
FRIDAY CREATIVE
writer, head of creative
DÁNIEL ERDÉLYI
THE GALERI
art director, graphic designer
GÁBOR HOSSZÚ
THE GALERI
director of photography, film editor
THE TRAILER
We had to prepare people for my coming. So we’ve created this modest little trailer as a sign of things to come.
My sidekick, Isiah also said a few words about me, but I’m not sure we managed to warn people about the manly awesomeness that we were about to unleash on the populace.
THE CAMPAIGN
Without further adieu (okay, with a little adieu) check out some of the videos.
I think they are pretty great.
And as always, I’m right.
