As Old Spice arrived to Colombia, we needed to tell the whole country how the Manly Man was: the type of man that’s unleashed by Old Spice, because every man has one inside, but not everyone has balls enough to set him free.
To accomplish this, we created an illustrated guide, to tell the Manly Man’s story, and explain its behaviors in different social situations. Each article had to transmit an aspect of his personality, an interesting and confident character; therefore creating an irreverent but strong language was fundamental.
We created an additional ad as an introduction for the piece. The Manly Man Guide was published in Soho, a very popular Colombian magazine.
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Con la llegada de Old Spice a Colombia, quisimos contarle a todo al país qué es ser realmente un Hombre Hombre: el tipo de hombre que Old Spice pretende desatar, porque todos lo llevan dentro pero pocos se atreven a dejarlo salir.
Para lograrlo creamos un manual ilustrado con el objetivo de contar la historia del Hombre Hombre y cómo se comporta en sociedad. Cada artículo debía expresar un aspecto de su personalidad, un carácter seguro e interesante; por eso desarrollar un lenguaje irreverente que inspirara confianza fue fundamental.
El Manual del Hombre Hombre fue publicado en la revista Soho para Colombia, acompañado de un inserto publicitario en forma de introducción.
Creative Directors: Alejandro Mora, Fernando Parra, Juanita Posada.
Copywriter: Maria Fernanda La Rotta.
Art Directors: Carlos A. Patiño, Jorge Dallos.
Agency: Leo Burnett Colombia
Client: P&G
