VML

New York, United States

Contact Information

3 World Trade Center 175 Greenwich Street
New York NY 10007
United States
Phone: 212 210 7000
Email:

Naomi Troni

Naomi Troni

Global Chief Marketing & Growth Officer

Phone: 00(646) 522 9779


Basic Info

Core Competencies: Full Service, Digital, Mobile, Social Media, E-Commerce, SEO, Marketing/Creative Services, Shopper Marketing/Point of Sale/Sales promotion, Direct/Tele/Database Marketing/CRM, Branded Content/Entertainment, Market Research/Consulting, Marketing Technologies/Analytics, Corporate Communication, Strategy and Planning, Healthcare, Financial, Technology, Online services, B2B, Retail, Beauty, Fashion, Luxury Goods, Travel and Tourism, Consumer

Founded in: 2019

Holding: WPP (London, United Kingdom)

Awards: 122

Creative Work: 152

Core Competencies: Full Service, Digital, Mobile, Social Media, E-Commerce, SEO, Marketing/Creative Services, Shopper Marketing/Point of Sale/Sales promotion, Direct/Tele/Database Marketing/CRM, Branded Content/Entertainment, Market Research/Consulting, Marketing Technologies/Analytics, Corporate Communication, Strategy and Planning, Healthcare, Financial, Technology, Online services, B2B, Retail, Beauty, Fashion, Luxury Goods, Travel and Tourism, Consumer

Founded in: 2019

Holding: WPP (London, United Kingdom)

Awards: 122

Creative Work: 152

VML

3 World Trade Center 175 Greenwich Street
New York NY 10007
United States
Phone: 212 210 7000
Email:
Naomi Troni

Naomi Troni

Global Chief Marketing & Growth Officer

Phone: 00(646) 522 9779

J. Walter Thompson Sydney and Rexona Introduce Fictional Character Barry Ogden

J. Walter Thompson Sydney paired with Rexona, a deodorant and anti-perspirant brand to create a hilarious ad starring fictional character Barry Ogden, or as others refer to him; ‘B.O.’

The mockumentary is made up of four short videos that document the life of Barry Ogden, who is deemed a “local celebrity” for all of the wrong reasons. Unaware of his body odor, Ogden confuses the special treatment he receives from others as flattery.

When Ogden is given his own office in the supply room at work, he believes it’s an honor. When his peers nickname him ‘B.O.’ he assumes he’s just popular. When his colleagues gift him with bottles of anti-perspirant, he thinks he has a secret admirer.

The campaign has appeared across multiple online mediums including YouTube, Facebook, Unruly, Spotify and Rexona’s website. The online videos consist of a 109-second celebrity interview with Barry, two 15-second teasers, a six second bumper, and two 30-second radio segments on Spotify.

Executive Creative Director at J. Walter Thompson Sydney, Simon Langley commented: “Sometimes you can be famous for all the wrong reasons. We wanted to use humor to highlight the fact that some people are completely unaware that they have bad body odor, and challenge them to consider whether they are using the most effective products.”

The new campaign for Rexona is J. Walter Thompson’s first work for the brand since winning the pitch, and Rexona’s first creative content for 2016.