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The success of Wieden + Kennedy’s “The man your man could smell like” campaign for Procter & Gamble’s Old Spice is well-documented: explosive brand sales growth and a slew of top industry awards that continued last week with a Cyber Grand Prix at Cannes for its “responses” effort.
Less known, however, are the un-P&G-like working conditions that gave rise to the groundbreaking work.
At the concept stage, the campaign wasn’t subject to the usual rigors of P&G testing.