Read the article here.
5 films. 5.6 million views. And a whole lot of chatter. Our work for Old Spice provided plenty of bang for the buck thanks in no small part to the still dishy Milind Soman.
The campaign debuted early last month and started with this brief TV appearance by our Mantastic man.
The YouTube link led viewers to this film, which as it turned out reached the million mark in three days.
And became a feature in the Popular Videos section of YouTube.
Just when the campaign was gaining critical mass, came our Mantastic man again, this time as an octopus-spearing, tuxedo-wearing charmer from Budge-Budge.
Followed by a trip through the brain of Mr Mantastic.
And finally, a film that explains the secret behind Mr Mantastic’s serial successes.
Numbers aside, how did it all fare? Not too badly, actually. Among the many blogs and online editorials, it was in fact the dailies that were generous in praise.
Part of the campaign’s endeavor was also to create a conversation about men in popular culture, so it was nice to know that Mint Lounge did a detailed and timely piece on just that.
The campaign also inspired its own spoof, which is always flattering. No more than this e-mail we received from a gentleman who didn’t just like the campaign and the Mantastic man but also promised to buy all Old Spice products.
Subject: best compliments……………..
awesome adds made by u people for old spice commercials……………very very intelligent and brilliant………….I never tend my self to commercials adds …………but for now the first time I am going to buy all the old spice products particularly sprays…………..ur selection of models is brilliant……………the indian male model u made work is awsome…………he is lovely………..seen him in some commercials and feature films………….pls promote him in hollywood…………he is one the best good looking and gentle man.
99999999999*99999999999999999999………………………..compliments for the old spice commercials.
Half-Belgian, Half-Indian model Tamara Moss graces the cover of our new Borders issue of Motherland. For obvious reasons, of course.
Not so obvious, you’ll be glad to know, are the breadth of stories within. The issue spans everything from Sari borders
to Pakistani citizens in Kerala
and a story on those nifty toll guys.
Needless to say, there’s much, much more inside. So order a copy at Flipkart or pick one up at a reputable newsstand near you.
We had two new faces in the office last week – Renny Gleeson, Global Director of Interactive Strategy (Left, of course) and Sandi Hildreth (Right), Global Director of Human Resources. They came, hung out with some of us and got the complete W+K Delhi experience, including a visit to the dubiously lit Amsterdam bar just below our office.
Perfect time, we thought, to buy them a few rounds and ask them a few questions. Here’s the transcript.
Describe your first day at W+K?
Sandi: That was 20 years ago, so I don’t remember it specifically.
Renny: I still remember the magic of walking in the building and feeling that I had entered into a creative temple and I was there to worship.
Sandi: You know this is going on the blog.
Renny: Did that feel natural?
What’s your favourite restaurant in Portland and why?
S: Porque No? which is a Mexican taco-ria. It’s very Portland with interesting, funky decor and most of all they make pint sized Margaritas.
R: Bamboo Sushi! It’s the first sustainably harvested sushi restaurant. The fish is absolutely amazing and part of their business plan was invested in protecting several thousands of square miles of ocean to protecting and saving the environment. They believe in the whole circle of food and there’s this beautiful mural on the wall which shows the entire food chain from the smallest phytoplankton to the biggest organisms. And they are very conscious of their role in this as a restaurant which is not normally what you see and it’s great service and the food is amazing and it feels like everyone is not as special as you because they are not eating at Bamboo Sushi.
Actually don’t put that, it’s super pretentious. But it’s awesome.
Honestly not just best sushi in Portland but best sushi I have ever had.
Last book you read?
S: Life after life by Kate Atkinson
R: So I read things in parallel. Douglas Rushkov. it has to do with now (Present shock: when everything happens now), ‘The Great Indian Phonebook’ which goes through the history of the mobile ecosystem in India from original deployment, carrier, radio frequency distribution, negotiation, the politics, the corruption and the societal change it’s driving. Douglas Rushkov, is talking about how technology has compressed time in an interesting way and what that means socio culturally and then I just started reading Vernor Vinge, there are 2 amazing books, ‘A Deepness in the Sky’ and ‘A Fire upon the Deep’. Amazing sci – fi. There are some authors who are great an inhabiting other people like males who can write female parts and vice versa. He is able to write good alien species parts! Literally you find yourself caring about very oddly constructed life forms meaningfully.
Next up is Dave Eggers ‘The Circle’. That I will read on the next flight.
If you had to move to another office, which one and why?
S: I don’t want to answer that
R: Yeah, we’re not allowed to. That would show favouritism.
S: I love them all.
R: (sarcastically) I love them all.
S: They’re all my favourite, I cannot choose.
Mohit Jayal (who popped in): Never ask these global people these questions, they’re too slippery.
Five things you always carry with you?
S: Always carry a book with me, I always have my phone, I always have a lipstick.
MJ: A weapon?
S: No weapons.
R: So I’m pretty much the same. I’m just waiting on a different 5th item. Lipstick yes.
S: Yes! I saw that on you.
R: LL Cool J
S: And the normal stuff like my wallet, my ID.
R: So I moved 21 times before I was 15 and I’m only bringing that up because when you move that many times, it boils down to a box of 5 objects that I can bring along to these new places and make it my own.
And I’m not going to tell you what those objects are but it’s just interesting that you picked the five.
I’ll say mobile device, fountain pen (and it’s very critical to me that it’s a fountain pen because I like the physicality of it), a pile of index cards which I keep with a clip (not lined), my pebble watch (cannot literally go anywhere without it sadly) and well my laptop if it’s a normal day.
Renny, what’s your favourite campaign?
Oh you mean, creative advertising campaign? I’d still stay with Obama.
Do you think Google glasses will be the next iPad?
Will TV ever die?
And what’s an average day for you?
R: I don’t have average days and that’s why I love Wieden and Kennedy. I can’t predict my day and sometimes that’s good and sometimes that’s bad.
S: Totally agree.
Facebook, twitter, instagram or something else?
R: Everyone of those serves a different function for me so that’s like asking my left hand, my right hand, my leg or my head. Though I would say the one that I could not do my job without from the list that you mentioned would be twitter. Literally could not do what I do without it. There’s a group of people that I follow and they follow me and we share information. It’s both my entertainment and information resource.
If say more of my friends were on Weibo, I would be using that one more. Because it’s more multifunctional from an image sharing perspective. And at the risk of being proved completely wrong, at some point we all might be using something which isn’t a US originated technology but more Chinese originated technology just because of the speed at which they are innovating and the cycles are much faster.
Sandi, you’ve been working at W+K for over 20 years, what’s changed and what’s stayed the same?
R: Good question.
S: That’s really hard to answer, because the main idea behind W+K is the same but the platforms that we have had to now create stories on and work with have completely changed. That’s so hard because so much has changed but so much has stayed the same.
R: Just to throw in a comment here, to me what’s interesting is that when Wieden started in Portland as a tiny little startup servicing Nike as a client, Dan will tell you that he never envisioned getting past 30 employees. And I think what’s interesting is that over that period of time, A) they never thought that it would get that big and B) they never thought that they would be able to find Wieden like DNA outside in the world. And what’s been truly amazing and it feels like in all these different cultures and different contexts and languages and historical experiences somehow there seems to be these people sprinkled across the world and that’s fuckin’ cool.
S: I absolutely agree, if you walk into any W+K office and you immediately know and feel that it’s W+K office.
R: Even if they don’t know that it’s a W+K office. Sometimes people wonder if it feels like a W+K for people who haven’t had the chance to go to other offices and the answer is yes! If you are working at a W+K office you are one of those people.
S: Not to say that every office feels the same, but there is this over arching W+K feeling and then each office has its own spirit.
Last question, what is an average day for you?
S: I make a list of things to do and then I don’t get any of it done. Every day is completely different and that’s why I come to work every day.
After a relative lull, W+K Exp this week sprung back into action with an exhibition aptly titled Blind Spot. Based on an extensive aesthetic research conducted by our good planners here at W+K, Blind Spot was a result of months of research on the prevailing aesthetics found across middle class India.
The findings were then categorized into seven sections (Natural, Cute, Decent, Traditional, Royal, Jazzy, Executive) and exhibited quite appropriately in a house – with each room made to represent each section.
The Jazzy room
The Natural room
The Royal room
Err, that’s not a room. That’s, from left to right, V Sunil with The Oberoi’s Kapil Chopra and Peter Nagy of Nature Morte
Outset India’s Feroze Gujral with husband and DLF MD, Mohit Gujral
Artists Rashmi and Ranbir Kaleka
Art collector Radhika Anand with husband and Google’s man-in-charge Rajan Anandan
W+K Portland’s Renny Gleeson and Sandi Hildreth (More on that later)
If you’re not in Delhi, you can explore the show online at the Blind Spot website. If you are, however, we recommend you make it a thing to do this weekend.
Here’s all you need to know.
John Jay appears in this month’s Monocle magazine with his usual mix of optimism, get-up-and-do-something inspiration and timeless advice. Click on the image to read the interview in full. Or better, get your hands on a copy.
We helped launch Royal Enfield’s new motorcycle last week. The lightest, fastest, most powerful Royal Enfield in production, the Continental GT, is every ounce a café racer. Our efforts for it spanned three continents, a daunting production schedule and at the end of it, a body of work that we are proud to call ours.
Shot in London, Romania and at Royal Enfield’s newest facility in Chennai, “Ace Café to Madras Café”, a film chronicling an epic 11,000 kilometre burn-up from café to café can be viewed here:
Props to Paul Minor, everyone at Hello Robot films and to Future Perfect in LA for their nuanced track.
The Continental GT Story, a documentary that delved into Royal Enfield’s café racer heritage, the collaborations behind it and café racer culture was shot and edited with the help of Sy Turnbull, Vikas Maurya and Tanupriya Sharma. Take a look:
Our go-to lensman Bharat Sikka who is also Creative Director at Motherland Magazine, shot a good-looking print campaign and clothing and accessories catalogue. We also created the Burn-Up Book, less book and more zine about all things Continental GT which Royal Enfield gave away to the press assembled on launch day.
Day One of the shoot: Wkers Ankit Kumar, Shuchi Thakur and Bharat Sikka at the Ace Café.
The Burn-Up book folds out to become posters less ordinary.
Reprising rocker burn-ups of the ’50s and 60s, our cast take over London’s streets
A couple of mods lie in wait for our band of rockers.
On location at Marina Beach, Chennai.
The only way really to announce a café racer is with a traditional burn-up. On the 11th and the 12th of September, a 150 of the Who’s Who of the motorcycling press, Royal Enfield CEO Siddartha Lal in tow, rode from the iconic Ace Café in London to the Brighton Pier on Continental GTs. ‘Like’ and follow Royal Enfield’s social pages on facebook and twitter to get up to speed on all the shenanigans.
Launch Day and shots from the inaugural burn-up that started at the historic Brooklands Museum of Motorcycling.
Hypebeast, well-known purveyors of all things cool, recently went on a road trip to our Portland office and returned with a beautiful little film. During their visit, they also caught up with former Global Executive Creative Director and now driving force of W+K Garage, John Jay and spoke to him about the space, Portland and the Wieden+Kennedy culture. Take a look.
IndiGo turned 7 on Sunday and to celebrate, a crack team from the office boarded various flights heading out of New Delhi to surprise passengers with free tickets. We called it…..
This is how it worked. In each flight were seven tickets waiting to be won. Once airborne, an announcement prompted passengers to check if their in-flight catalogues had a Lucky No.7 flyer in it. If it did, the winner received a Golden Ticket, meaning a free return ticket to anywhere in India. See?
Even IndiGo CEO Aditya Ghosh got in on the act!
All in all, it was a great day, with plenty of happy people, including our very own Sarah, who looked visibly excited about being in the cockpit.