Old Spice: Hey Man
Old Spice entered the Dutch market with a challenge: how do you make an iconic American brand feel relevant to a Dutch audience without losing the confidence and absurdity that made it famous in the first place?
We developed Hey Man, a platform built on the wink rather than the sales pitch. Not freshness and protection, but the brand’s own heritage pushed somewhere absurd, until it reads as something you want to watch instead of something you sit through.
To launch the platform we created a series of AI-generated campaign content including new brand characters, a horse and an octopus. Because why not.
Developing it in our own AI Lab meant full control over every frame. Whatever the idea asked for, we could put in: an octopus handing over the product, an Old Spice logo shaved into a fade, a scene nobody would sign off on in a normal production schedule.
Fast, scalable, and absurd on purpose.
(D)OOH was the start, not the whole plan.
Screens where the audience already had its guard down.
